Business development, sales and client management › Marketing Skills for Professionals

Marketing Skills for Professionals

Use the skills and techniques of modern marketing to get results

This is a sample learning overview that we can design and deliver specifically for your organisation.

Modern marketing reaches out to different markets and audiences in a highly segmented and dynamic way. It recognises that, in a world saturated with information, you have to be client-focused to offer real value and must use language that is fresh and engaging.

  • Plan your marketing strategy - using the full marketing mix
  • Define your value proposition - the totality of everything that you offer
  • Define compelling messages and communicate them in the most powerful way
  • Bring coherence and impact to the way you use a broad range of different media

We can design and deliver a programme that helps ‘non-marketing’ managers to get to grips with the key tools that marketers use in developing successful, achievable and strategic marketing plans.


View typical programme content


  • Key marketing principles. Defining terms – what is marketing? Making the link between marketing activity, business planning and strategic intent. Allocating marketing resources in the most effective way. Key accounts and relationship marketing.
  • Assessing the status quo. Conducting a marketing audit. Analysing your customer base and the range of products and services you offer. Looking at your offer in the marketplace(s) in which you operate. Ensuring that product and service quality are equally matched.

  • Gathering market intelligence. Listening to your customers/clients – and to the external environment. Ensuring that your understanding of customers and markets is timely, comprehensive and of high quality.

  • Data management. Contact and relational databases. Using the knowledge you capture in a proactive and effective way. Turning data into knowledge. Targeting.

  • The competition. Competitor analysis. Understanding who they are, what they offer and the impact they may have on your business. Competitor lock-out. Approaching your competitors’ clients or customers.

  • Developing a marketing plan. A staged process for creating a plan for your marketing activity that is robust, structured and coherent.

  • Internal marketing campaigns. Promoting your department. Marketing new approaches and ideas. Addressing internal audiences.

  • The marketing mix. Breaking down your marketing activity into ‘bite-sized chunks’. Choosing the right combination of online and offline activities. Flexing your products and services to meet the needs of different customer and client groups. Brands and brand management.

  • The promotional mix. Communicating the benefits of the products and services you offer to past, present and potential customers. Using the best channels through which to communicate with your target customers. Making the most effective use of online and social media, advertising, e-marketing, press and public relations, content-driven campaigns and thought-leadership, promotions and marketing campaigns.

  • Customer/client focus. Making the link between marketing and your client and customer care policies. Key account management. Building loyalty. Maximising profitability through client retention.

  • Marketing content. Devising and drafting relevant, topical and compelling marketing content - for online and offline distribution. 

  • Networking. Understanding the principles and practice of effective networking. Hosting and attending face to-face networking events – client seminars, conferences, focus groups, corporate entertaining. Networking online.

  • Pitching for business. The tendering process. Key stages in your response to tendering opportunities. Qualifying client and customer needs. The proposal document and the pitch presentation.

  • Personal marketing skills. Being an ambassador for your organisation. Questioning and listening skills. Handling key moments in the business development process. Client and customer meetings.


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A wide range of learning methods ensures we deliver learning that is appropriate, specific and drives sustainable change.

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