Course Topics

Principles of Marketing: Workshop

Course Overview:

Truly great companies like Apple, Microsoft, Coke a Cola, Virgin John Lewis don’t proper just because they have new ideas, great IT, innovative products and deliver great service.  They manage to get under the skin of their customer base and satisfy the needs of their respective markets better than anyone else.  The very essence of competition and competing by successfully getting your attention, your loyalty and your business.  Marketing is what they are great at, let Synergy show you how to develop and implement your own plan to harness this type of success.

Gain an understanding of various markets and how to compete with multi million pound companies by implementing a few of their successful strategies. 

Analyse your business or organisation, realise the potential for being more competitive, and apply what you find out. Find coherent solutions to complex competitive problems; understand a ‘Product Life Cycle’ and ensure your Branding delivers.

Advertise and promote your organisation by learning how to using direct marketing, internet marketing, Integrated marketing communications.

Who will benefit from attending this Training?

Sales staff, marketing executives, comms teams, managers and business owners. Professional people who needs to understand marketing principals in order to drive business forward.

Course Outline:

For more information or a full course outline email us at  with your requirements.

Course Content:

Marketing - Where does it fit in Within the Organisation?

  • Creating a customer-centric approach
  • Differentiating marketing from sales
  • Linking marketing to your overall organisational objectives

Identifying Your Customers' Needs

  • Using market research - quantitative and qualitative research
  • Competitor analysis
  • The importance of segmentation

The Marketing Mix - the Four Ps

  • Product - identifying, developing new products and their life cycle
  • New product development - refreshing the product image and range
  • Placement - where does your company fit into the market?
  • Price - choosing the right price to generate sales and profits
  • Promotion - trial gaining, loading, creating customer loyalty and repeat purchase
  • Raising awareness - reaching your key audience
  • Pulling the four Ps together into the plan

Marketing Communications - Reaching Your Audience

  • The importance of your USP - the primary communication message
  • Branding
  • How to reach your audiences - choosing your medium - advertising, public relations, sales promotion literature, the Internet

Working with Sales Channels

  • Sales planning and forecasting
  • Telesales
  • Direct marketing - B2B and B2C
Personal Development:
  • Action planning - the essential next steps
  • Continuous professional development - what next?
Key Benefits
By the end of this course you will be able to:
  • Identify the needs of your customers
  • Assess and research your market and that of your competitors
  • Define and develop your USP
  • Understand the importance of the four Ps of marketing and put them into practice
  • Demonstrate the fundamentals of how to develop a marketing plan
  • Evaluate the effectiveness of your marketing campaigns.
Training Methodology:

The training process is based on a carefully planned mix of succinct tutor input - with practical illustration of tools and concepts, group work on case studies (all video based - and lively), feedback, and selective work on individual issues in pairs. Team involvement and working enable a strategy to be created from start to finish. The Training is based on the 4 mat systems to enable complete learning. There will also be some opportunity for role play. You will receive an electronic toolkit within the material for subsequent everyday use.

We can come to you !

Did you know Synergy can come to you and deliver this workshop ‘In Company’ at your own venue or location. If you have three or more people who you would like to benefit from attending this workshop our trainer can travel to you and deliver the same specification of course for your staff at a fraction of the overall cost.

If you’d like to know more about this option email us at  – our operations team manages all of our ‘In Company’ events and we can talk you though the logistics, pricing and whether you’d like the workshop as advertised here or something tailor made just for your business.

We have several packages on offer so contact us today.

What is Continuing Professional Development (CPD)?

Continuing Professional Development (CPD) is a personal commitment to keeping your professional knowledge up to date, improving your capabilities, proving commitment and competency in your profession. It focuses on what you learn and how you progress throughout your career, helping you gain more credibility within your industry, with your employer, clients and gain competitive edge over your peers.

Being actively committed to CPD may in the future:
  • Improve your Resume
  • Maintain professional recognition
  • Showcase your achievements, attributes and your brand
  • Accelerate your career prospects
  • Deliver job satisfaction: ensuring you are Career focused
  • Reassure your Employers and Stakeholders that you are upto date and competent
How do I gain CPD recognition:

By attending Synergy Courses you can be assured that attendance, completion and certification will be rewarded by CPD points. To help advance your professional status CPD recognition is awarded on both public workshops and in-house courses, being dependent on the number of hours spent learning. On request Synergy Training Group will provide a certificate of attendance for you to use as evidence and to attach to your record card.

A number of our courses are accredited, endorsed or approved by a number of Learning & Development and Professional Bodies and Associations for more detail please contact us at 

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