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Quick Look Course Summary:Marketing Fundamentals Training (1 day)
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Length: 1 day(s)
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Price (at your venue): 1 Person R 5,654 EX VAT 3 Person R 3,982 EX VAT 10 Person R 2,954 EX VAT
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Certification Type:Non-Accredited
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Locations & Venues: Off-site or in-house. We train in all major city centres throughout South Africa.
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Marketing Fundamentals Training (1 day)
Delegates understand how marketing works, who their customer is and how to plan simple, measurable marketing activity for their own product or service.
Many people end up responsible for marketing without ever being taught it: the small-business owner, the sales coordinator who now runs the social media pages, the technical specialist promoted to product manager. Without the basics, marketing becomes a string of disconnected posts, adverts and promotions that cost money and are hard to measure. This marketing fundamentals training gives them a sound foundation in one practical day.
Delegates learn what marketing is and how it differs from selling, how to research and segment a target market, how to state a clear unique selling proposition and how to use the marketing mix – product, price, place and promotion. They then look at the marketing funnel, choosing the right channels and messages, setting goals such as winning customers from competitors, repeat purchases and loyalty, and measuring the results. The day closes with the mistakes small marketing teams make most often and a one-page marketing plan for each delegate's own product, service or department. Examples come from South African businesses, including the basics of consent under POPIA when marketing by email or SMS.
Why this course
For your organisation
- Marketing spend aimed at the right customers
- Staff who can brief agencies and judge their work
- One consistent message across all channels
- Marketing activities linked to goals and measured
For your delegates
- A clear grasp of the main marketing terms and models
- A defined target customer and USP for your own offering
- A one-page marketing plan to take back to work
- Confidence to contribute in marketing discussions
What delegates will be able to do
- Explain what marketing is and how it differs from selling
- Define a target market and segment it by need and behaviour
- Describe a product or service in terms of customer needs and a unique selling proposition
- Distinguish common types of marketing, including direct, inbound, outbound, B2B and B2C
- Apply the four Ps of the marketing mix to your own offering
- Match customer communication to each stage of the marketing funnel
- Set marketing goals and choose simple measures to track them
- Avoid the marketing mistakes small teams make most often
- Draft a one-page marketing plan
Who should attend
People who are new to marketing or have picked up marketing duties alongside another role: small-business owners, sales and admin staff who support marketing, junior marketing coordinators, product and brand assistants, and managers who need to understand marketing well enough to brief and evaluate it.
Course outline
Day 1 – Marketing foundations and a first plan
What marketing is
- Markets, customers and needs
- Why marketing is not the same as selling
- Defining your product or service from the customer's side
- Market research and why it matters
- Case study: a local business that misread its market
Target markets and positioning
- Segmenting a market by need, location and behaviour
- Choosing the segments to target
- Competitive advantage and your unique selling proposition
- Positioning a brand in a crowded market
Types of marketing and the marketing mix
- Direct, inbound and outbound marketing
- B2B and B2C marketing compared
- Promotional and guerrilla marketing on a small budget
- Product, price, place and promotion
- Exercise: adjusting the mix for your own offering
Communicating with customers
- Writing a short, clear marketing pitch
- Selling value rather than price
- Choosing the right media and channels
- Giving customers a voice and answering their questions honestly
- Consent and opt-outs for email and SMS marketing under POPIA, as general guidance
Goals, the funnel and measurement
- Marketing goals: awareness, winning customers from competitors, repeat purchases and loyalty
- Moving customers from awareness to interest, desire and action
- Basic marketing metrics and customer relationship management
- Common mistakes: no plan, no USP, aiming at everyone, not tracking and not listening
Your one-page marketing plan
- Objectives, target customer and core message
- Channels, budget and timing
- How you will measure success
- Personal action plan and close
How it is delivered
One day, 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. Workbook, case studies and a one-page marketing plan template included; examples can be drawn from your own products and customers. 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
“…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.”
“BOTi has consistently and expertly delivered quality training services in respect of our Soft Skills requirements. We feel confident in recommending BOTI as a training services provider par excellence.”
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 about 20. Small businesses often send one or two people; larger teams book an in-house session.
Is it accredited?
No. It is a non-accredited short course and delegates receive a BOTI certificate of attendance.
Do I need marketing experience?
No. The course is designed for beginners and for people who have taken on marketing duties without formal training.
What should I do after this course?
Marketing Fundamentals is the starting point. For online channels, follow it with Internet Marketing Fundamentals; for social media rules and policy, see Social Media in the Workplace.
Can it be tailored to our industry?
Yes. Tell us about your products and customers and the facilitator uses them in the examples and the planning exercise.
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Monday to Friday, 08:00–17:00. After hours, we reply on the next working day – or call 011 882 8853.