Marketing Fundamentals

Overview

CIM has created this new online course to cover the core knowledge and skills that are essential to every professional marketer. There are 12 modules, which have been developed by CIM and reviewed by expert practitioners who are recognised thought-leaders in their respective fields. 

We will look at: 

• The role of marketing and how it contributes to business success 
• Consumer purchasing behaviour and decision-making unit (DMU) 
• How situation analysis defines your marketing environment 
• Working with marketing mix models (4Ps and 7Ps) 
• Plan an effective marketing communications campaign 
• Measuring the effectiveness and performance of the campaign. 

This flexible course is built around 6 hours of online content and you will have access to the content for  twelve months. 

Login details will be sent by email within 24 hours of booking. Where bookings are made outside of office hours, login details will be sent the next working day. 

For the best experience, we recommend using Google Chrome or Apple Safari when using a mobile device. Please get in touch if you have any questions regarding technical requirements. 

Who should attend?

The course has been designed for marketing professionals, business owners and entrepreneurs looking for a comprehensive overview of the fundamentals of marketing. 

Learning outcomes

1. The Role of Marketing: How marketing is defined and how it contributes to the overall business goals of an organisation
2. Customer Behaviour: Buyer behaviour and the differences between consumer (B2C) and organisational (B2B) decision-making units
3. The Marketing Environment: Modelling the external and internal factors that influence marketing operations (PESTEL and SWOT) 
4. Market Research: How market research insights inform the planning process and optimise targeting and communications decisions 
5. Marketing Mix: How to deliver the right product, at the right price, to the right audience, in the right place (4Ps and 7Ps) 
6. Products & Services: How marketing planning varies according to the type of product or service you are selling  
7. Types of Customer: Understanding different types of customers and consumers and the purpose and methods of segmenting customers 
8. How Customers Buy: How customers make purchasing decisions and how relationships with customers are developed 
9. Marketing Communications: How to plan an effective marketing communications campaign, set clear objectives, develop messaging and target the right audience 
10. Customer Communications: Understanding the strengths and weaknesses of key marketing channels including digital marketing, brand advertising, direct marketing and PR  
11. Communications Plan: How to create a customer communications plan; setting SMART objectives, using the 7Cs of communications and determining the campaign budget 
12. Metrics & Evaluation: How to measure and evaluate the effectiveness of a communications plan and identify KPIs for the different communications channels