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Call us on +44 (0) 1527 861 113 or
email us at enquiries@grangepartnership.com

Essential Marketing Skills

Aim

To give your people more confidence and skills in the day-to-day management of their brands.

Target Population

Assistant Brand Managers and Brand Managers who have four years or less in a marketing role.

Objectives

After this programme participants will be able to:

  • Define what is meant by Brand Management
  • Use consumer insight to aid consumer understanding
  • Use the Marketing Mix more effectively in brand planning
  • Communicate the importance of on-going consistency in the the brand message
  • Identify how to prioritise budget & time resource according to greatest brand & commercial opportunities

Detailed Content

Day One

What is Marketing?

A session which explains the fundamentals of marketing.

Consumer Insight

A session which explains the importance of understanding the true motivations driving consumer attitudes and behaviours and using this to drive brand management decisions.

Segmentation

A session which explains the importance of breaking down markets into manageable segments with consumers who have similar buying needs and behaviours.

Positioning

A session which helps participants determine where they want to position their brands in the hearts and minds of consumers so driving brand planning decisions.

Day Two

Product Life Cycle

A session which illustrates why it is important to understand where a brand is in its life cycle in order to help in the planning of marketing activities.

Marketing Planning Process

A session built on the previous session which demonstrates a Marketing Planning Process that will ensure that planning is objective and effective decisions concerning planning activities are reached.

Day Three

Buying Process

A session which explores the way that consumers buy and the decisions they take during the process.

Communication Process

A session which builds on the previous session to explore the most effective way to communicate with consumers in order to influence their decisions.

Promotional Mix

A session which explores the pros and cons of the various promotional mix elements in order to help people make more informed decisions when planning promotional spend.

Action planning

A short workshop to clarify how and where the learning can be applied in the workplace.

All of our programmes are individually tailored to your specific needs. For some examples of programmes we
run, please see below:

Marketing Planning

find out more

Positioning

find out more