The Principles of Marketing



The Chartered Institute of Marketing defines marketing as - “The anticipation, identification and delivery of the customers needs.”


Steve Connell has been a member of the Chartered Institute of Marketing for over a decade now and has held numerous of marketing management positions in both the consumer (B2C) and business (B2B) market places.


He has experience of many market verticals including retail, hospitality, financial services, telecommunications, leisure, transportation and business services.


Everyone in an organisation is in marketing, not just those with marketing job titles. Everyone is responsible for anticipating, identifying and satisfying the needs of the organisations customers, whether those customers be internal or external. Everyone has to understand the importance of brand and what their organisation’s brand essence stands for, how customers perceive it and how to reinforce thos beliefs and perceptions through the right behaviours.


This programme is designed specifically for people who want to throw some light on the ‘dark art’ of marketing. For individuals who need to expand their intellectual bandwidth and for everyone in an organisation that is employed in a role that ultimately provides a product or a service to the end customer.


The content aims to demystify the subject and explain how the principles which underpin marketing, coupled with the importance of market planning, enable marketing activity to be executed in a targeted, measurable and effective way.


These three key elements of principles, planning and activity are exemplified throughout the programme with a series of exercises tailored to the delegate’s specific market place in order to enable them to apply the theory and the ensuing debates in to tangible marketing activity which is relevant and transferable back into the work place.


Marketing Principles

  • Product

  • Price

  • Place

  • Promotion

  • PESTLE analysis

  • SWOT analysis

Market Planning

  • Target audience

  • Segmentation

  • Competitor analysis

  • Brand Essence

Marketing Activity

  • Advertising

  • Sales promotions

  • Public relations

  • Customer relations