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- Marketing Training Course: Principles and Online Marketing (2 days)
Marketing Training Course: Principles and Online Marketing (2 days)
Staff who can plan marketing from the customer outwards – the right market, the right mix and a campaign you can measure.
Marketing is not selling, and it is not just social media. Many people who end up responsible for marketing – in a small business, a sales team or a newly created marketing role – have never been taught the basics, so the budget goes on activity rather than results. This two-day marketing training course gives them the foundations: who the market is, what it needs, how to position and price the offer, and how to reach customers both offline and online.
Day one covers marketing principles: defining the market and the customer need, the main types of marketing (direct, inbound, outbound, guerrilla, B2B and B2C), the marketing mix of product, price, promotion and place, the marketing pitch, customer communication, marketing goals, the awareness-interest-desire-action funnel and the mistakes that waste budget. Day two takes the plan online: a SWOT analysis, market research using online sources, keeping the brand consistent across channels, social media and content, search engine basics, what a website must do, capturing leads and planning a campaign you can measure.
Case studies and exercises use the delegates' own products and customers, and everyone leaves with a one-page marketing plan.
Why this course
For your organisation
- Marketing spend tied to clear goals and measures
- A consistent brand message across channels
- Staff who can plan a campaign, not just post content
- Better-qualified leads for the sales team
For your delegates
- The core marketing frameworks in plain language
- A SWOT and a marketing mix for your own product
- A practical grounding in online marketing
- A one-page marketing plan to take back to work
What delegates will be able to do
- Explain the difference between marketing and selling and define your target market
- Choose the right types of marketing for business and consumer customers
- Use the marketing mix to position, price, promote and distribute an offer
- Write a marketing pitch that sells value rather than price
- Set marketing goals and match activities to each stage of the funnel
- Run a SWOT analysis and basic online market research
- Keep a brand consistent across every channel
- Plan a simple online campaign with leads, content and measures
- Avoid common mistakes such as aiming at everyone and not tracking results
Who should attend
Anyone who needs a sound grounding in marketing: marketing assistants and coordinators, sales staff taking on marketing tasks, small business owners and entrepreneurs, product and communication staff, and managers who brief or approve marketing work. No previous marketing training is needed.
Course outline
Day 1 – Marketing principles
What marketing is
- Defining a market and a target customer
- How marketing differs from selling
- What customers need and why they buy
- Describing your product or service clearly
Types of marketing
- Direct, inbound and outbound marketing
- Guerrilla and promotional marketing
- Business-to-business versus business-to-consumer marketing
- Choosing the right combination for your business
The marketing mix
- Product: features, benefits and positioning
- Price: value, competitors and how customers perceive price
- Promotion: message and media
- Place: channels and distribution
- Exercise: the mix for your own product
Communicating with the market
- The marketing pitch
- Selling value, not price
- Choosing the right media for the audience
- Giving customers a voice and answering honestly
- Why every customer interaction is marketing
Goals and the marketing funnel
- Marketing goals: brand switching, repeat purchase, loyalty and education
- Awareness, interest, desire and action
- Matching activities to each stage of the funnel
- Setting a measure for each goal
Marketing mistakes to avoid
- No plan and no unique selling proposition
- Aiming at everyone
- Messages that do not travel across South Africa's languages and cultures
- Ignoring social media
- Not tracking results or listening to customers
Day 2 – Taking marketing online
SWOT and market research
- SWOT analysis for a product or brand
- Researching customers and competitors online
- Testing price and product ideas
- Defining the online target audience
Brand management across channels
- Consistency across every channel
- Your brand's distinctive qualities
- Managing reviews and public comments
- Real-time marketing: timely, relevant content
Social media and content
- Building a community, not just followers
- Content that people want to read and share
- Blogs, video and webinars
- Brand champions and monitoring conversations
Search and your website
- Search engine basics: content, keywords and links
- What a website must do: landing pages, mobile use and speed
- Using analytics to see what works
Leads and campaigns
- Generating and capturing leads
- Lead quality versus lead quantity
- Who, what, where and when of a campaign
- Measuring and adjusting a campaign
- Customer consent and personal information under POPIA, as general guidance and not legal advice
Your marketing plan
- Pulling it together on one page
- Budget and priorities
- Personal action plan and evaluation
How it is delivered
Two days, 08:30-16:00. In person at your offices anywhere in South Africa, at a BOTI venue, or live online. One delegate or a group of up to 20; examples tailored to your products and market on request. Workbook, planning templates and a one-page marketing plan included. We deliver it at your offices in Johannesburg, Pretoria, Durban, Cape Town and anywhere else in South Africa, at a BOTI venue in Johannesburg, or live online for teams in different places.
What our clients say
★★★★★ 4.8 on Google from 790+ reviews · word-for-word quotes from signed letters of reference, from clients on this and/or related BOTI courses
“…the general feedback received was that the course was very informative and participative. The training and the facilitator was of a high quality. We highly recommend BOTI for training services.”
“The sessions … were exceptionally well-organized and seamlessly integrated into our schedule. We were highly impressed by the calibre of the training and the deep expertise demonstrated by the facilitator.”
“We have been very impressed with their service and rollout of the training.”
Frequently asked questions
Can you run this course at our offices?
Yes. Most groups are trained at the client's premises anywhere in South Africa; we can also host it at a BOTI venue or deliver it live online.
How many people can attend?
From one delegate to groups of 20. The price per delegate drops as the group grows – see the price table, or ask us for a quote.
Is it accredited?
No – it is a non-accredited short course and delegates receive a BOTI certificate of attendance.
Can the exercises use our own products?
Yes. Delegates work on their own product or service throughout, and the facilitator can build the case studies around your sector.
How is this different from Internet Marketing Fundamentals?
This two-day course starts with marketing principles on day one and gives an overview of online marketing on day two. The one-day Internet Marketing Fundamentals course spends the whole day on online channels in more practical detail. For brand work specifically, see the three-day Identify Brand Mix Elements course.
Can you run this course in Johannesburg, Cape Town or Durban?
Yes. We train on site at your offices in Johannesburg, Pretoria, Durban, Cape Town and across South Africa, at a BOTI venue in Johannesburg, or live online so a team spread over several offices can attend together.
Related courses
Ask a consultant for a written quote
A BOTI consultant emails you a written quote, usually within 15 minutes (Mon–Fri, 08:00–17:00). After hours, we reply on the next working day. To speak to someone now, call 011 882 8853.
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