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| Based on unit standard 252209, NQF level 4, 4 credits |
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As your role as a PA expands, you are being increasingly asked
to accept new responsibilities and take on new tasks. Recent research
identified that over 60% of PAs are now handling customer related tasks
that traditionally would have been covered by the marketing department.
If you find yourself in this position, or need as part of your
role to gain a greater understanding of the marketing role, then this
course will provide the ideal introduction to this function.
As businesses become increasingly competitive it is a
fundamental requirement for all key staff to understand the business
drivers and philosophies. One of the key drivers for any successful
modern business is its marketing ability. Objectives
By the end of the course you will:
- Have clear understanding of the way marketing benefits your business
- Develop knowledge of key marketing principles, tools and techniques
- Discover the importance of product positioning
- Learn how to communicate effectively with customers
- Gain confidence in dealing with marketing issues
- Measure the effectiveness of marketing actions
- Evaluating internet marketing and marketing via social networks
Pre-Course Activity
It would be helpful if delegates can bring to the course an
example of their own organisations approach to marketing, this could be
a leaflet, brochure, advertisement or any other marketing piece. Is This Course for Me?
Designed for any secretary, PA or EA who needs to gain an understanding of the fundamentals of marketing.
The focus is on how to deliver a consistent quality service by
changing the way you think about customer service and changing your
behaviour to match the situation.
Key Principles of Marketing
- Consumer orientation vs Product orientation
The Marketing Mix
- Product, price, place and promotion
The Tools of Marketing Planning
- An investigation into the planning tools available
- Plc, Diffusion of Innovation, portfolio planning & SWOT analysis
Segmentation Targeting and Positioning
- Identifying the associations key target segments and accessing those segments
Marketing Research
- The role of Market Research
- A review of the techniques available and when to use the most appropriate technique
Pricing Strategy
- Setting the optimum price level
Distribution Channel Strategy
- Managing the fast changing distribution options
Marketing Communications Strategy
- The communication process – how it works
- The communications mix
Action Plans
- Creating your personal action plan
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