Offline Marketing Principles - An Introduction April 20, 2010

Overview
The Chartered Institute of Marketing defines marketing as: “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

In essence marketing is about finding ways in which market opportunities can be exploited and products made as attractive as possible to potential buyers. Marketing covers a broad range of practical activities which are central to the profitable conduct of business. This course examines the fundamental principles of marketing through to brand management and the buying currencies that you need to know for TV, Radio and Print advertising.

The purpose of this intensive course is to show you how to bring positive and measurable effect to your overall marketing plan.

If you are seeking a better understanding of both offline and online marketing we recommend you attend our Fast Track Digital Marketing course. Book all three days together for just £1250. Please email us at training@econsultancy to find out more.

Programme
Morning Session

The principles of marketing

The role of marketing
The marketing of services
The total product concept
Marketing orientation
Touchpoint analysis
Key influencers on marketing theory
Peter Drucker
Theodore Levitt
Philip Kotler

Developing a marketing strategy

Elements of the marketing mix
The value discipline model

Segmentation, Targeting and Positioning

Segmentation
Market mapping
Targeting
Positioning

Market development strategy

Overview
Ansoff Matrix
Boston Matrix

Understanding buying behaviour

Influences on consumer buying behaviour
Organisational buying behaviour
Organisational buying characteristics
Influences on organisational buying behaviour

Building and managing brands

Brand metrics
Perception – Awareness – Familiarity - Consideration
Performance – Purchase decisions - Loyalty
Financial – Value creation - Market share – Revenue – Analysts’ ratings


Afternoon session

Planning and buying Television

Key strengths
Viewing figures
Commercial TV share
Most watched Ads
BARB
TV effectiveness
Correlation between brand value and investment
ROI
Channel strengths
Audio-visual moving images consumed in a relaxed and shared context
How people watch, what engages them in TV advertising, how they express that engagement and what it means for brands
Buying Currency - CPT, TVR, Worked examples

Planning and buying Radio

Key strengths
Relevance of radio to different sectors
Commercial radio and the local advertiser
RAJAR
Radio Effectiveness
Awareness multiplier
Sales multiplier
Using radio with newspapers
Using radio with outdoor
Using radio with TV
Using radio with online
Buying Currency
CEF
GRP
OTH
Impacts
Worked examples

Planning and buying Print Media advertising

Key strengths
Relevance of newspaper and magazines for different sectors
Regional
National
Special interest groups
Direct response
Buying Currency
SCC
DPS
Half page
Quarter page
Worked examples

Marketing campaign using Web, TV, Radio and Print

Case study

Recap

Exercise


Who should attend?

This course is particularly designed for those who have knowledge of digital marketing and wish to enhance their skills with an understanding of traditional marketing principles and offline media buying currencies. It also acts as the perfect compliment to our Digital Marketing Fast Track and can be booked as a three day program.

How will I benefit?

This course focuses on the main marketing tools, techniques and methods from gap analysis through to development strategies. It also looks at new ideas and best practice. The course will enable you to understand how to grow and maximise your market position whilst maximising business opportunities, profitability.

What will I learn?

Marketing principles

Understand the components of a marketing strategy and the marketing mix
Identify, segment and research your customer base
Identify promotional techniques suitable for particular products
Outline the fundamentals for consumer marketing
Outline the fundamentals of business to business marketing

Brand

Understand the principles of brand management
Understand brand metrics
Explain the key marketing strengths of television

Television advertising

Understand the buying currency of television

Radio advertising

Identify the key marketing strengths of radio
Explain the buying currency of radio

Advertising print media

Identify the role of advertising print media

Official Website: http://econsultancy.com/training/courses/an-introduction-to-offline-marketing-principles