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Topics

• Marketing strategy
  • SWOT analysis
  • Market segmentation and your target market
  • Product strategy
  • Pricing strategy
  • Distribution and channel strategy
  • Promotion strategy
  • Your marketing action plan
  • Branding
  • Management, recruitment and training
  • Exporting
• Internet marketing
  • Your marketing website
  • E-commerce
  • Search engine marketing and optimisation
  • Online advertising
  • Affiliate marketing
  • Online networking and PR
  • Email marketing
• Advertising
  • Advertising on the Internet
  • Choosing an advertising agency
  • Writing an advertisement
  • Press advertising
  • Radio, TV and cinema advertising
  • Outdoor advertising
  • Directory advertising
  • Sponsorship
• Customer care
  • Understanding your customers
  • Customer service and after-sales service
  • Customer contact and handling complaints
  • Loyalty schemes
  • Selling more to existing customers
• Sales
  • Sales lead generation
  • Telesales
  • Tendering for contracts
  • Sales presentations
  • Sales techniques and negotiations
  • Sales management
  • Sales promotion
  • Sales tools and technology
  • Sales agents and distributors
  • Sales contracts and selling regulations
• Market research
  • Questionnaires, surveys and focus groups
  • Product research
  • Market analysis and customer research
  • Measuring marketing effectiveness
  • Choosing a market research agency
• Direct marketing
  • Creating a mailshot
  • Leafleting
  • Your mailing list
  • Running a direct mail campaign
  • Mobile and fax marketing
  • Telephone marketing
• Exhibitions and events
  • Exhibiting
  • Visiting a trade show
  • Holding an event or exhibition
  • Networking
• PR
  • PR opportunities
  • Writing a press release
  • Using a PR agency
  • Handling bad publicity
  • Building relationships with the media

Themes

• Starting up
• Maximising
• Planning
• Selling
• Promoting