We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

You will learn to:

  • Understand the role of marketing in meeting business objectives
  • Understand the relationship between marketing and other business functions
  • Understand how marketers create value for the organisation and for customers
  • Understand how marketers are using digital technologies
  • Understand how to develop your career as a modern marketer

Course availability 

Please get in touch for more information. Call us on 020 8614 0277 or email on

Course information

Marketing orientation and the value proposition
  • What is marketing?
  • How marketing creates value for customers and businesses
Marketing within the organisation
  • The marketing department; roles, responsibilities and internal relationships
  • Integrating digital channels
  • Working with suppliers and managing external relations
The battle for the consumer’s mind
  • Customer insight; what motivates the consumer?
  • Understanding the use of analytics, data and marketing research
Market segmentation and targeting
  • Creating a sustainable position in the marketplace
  • Branding- increasing your brand equity
What marketers do
  • The marketing plan
  • Product development and life-cycle strategies
  • Pricing decisions and implications
  • Getting the product to customers – channel opportunities
  • Integrating on and offline channels
  • Communicating with customers
  • Content based marketing
Measuring marketing
  • Looking at the payback – calculating ROI
  • Defining customer value – Lifetime Value (LTV)
  • Budgeting – the true cost of marketing communications
What next?
  • How to develop your marketing career
  • The future of marketing – where it will take us
who should attend?
The course is aimed at those entering the marketing profession or who are new to marketing as well as those currently working in other areas of the business who need to know more about marketing.

The course will allow delegates to appreciate the fundamental role of marketing in meeting business goals through the creation of profitable relationships

One of the biggest reasons for business failure is an organisation's inability to market itself properly. Get it right and business benefits will ensue. Get it wrong and precious time, effort and resources will be shamefully wasted.

The purpose of the course is to provide people new to marketing or non-marketers with an understanding of marketing principles and how they can be applied to any business. 

This intensive and highly interactive one-day course will help you understand how marketing works to improve business performance by creating satisfied customers who return time after time.

Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew has worked in marketing for nearly 30 years.

He is principal lecturer in the marketing group at the University of Greenwich, visiting professor at the Grenoble Graduate School of Business and visiting faculty at the University of Leeds Business School and Imperial College London. 

He is an experienced and successful consultant and trainer of marketing personnel and has worked with companies such as ABInbev, Barclays, DAC Beachcroft, Deloitte, DHL, London Business School, Royal Mail, Swiss Reinsurance and Wella.  

He is a director of Face Value Consulting and a trustee of Montage Theatre Arts, a charity supporting disadvantaged children in SE London. In 2015 Matthew was appointed as a trustee of the DM trust, a charity that aims to raise standards in the data driven and digital marketing industry. He is a member of the Institute of Direct and Digital Marketing (IDM) education council and a member of the qualifications advisory board.
His books include ‘Principles of Direct, Database and Digital Marketing’, FT Prentice Hall and ‘Direct and Digital Marketing in Practice’, A and C Black.

He is a senior consultant, tutor, examiner at the IDM. In 2015 was elected Honorary Life Fellow of the Institute of Direct and Digital Marketing. He has been a syllabus advisor to CAM and is a tutor and former examiner at the Chartered Institute of Marketing. He is a full certified member of the Market Research Society and a member of ESOMAR and the CIM. He is a Fellow of the Higher Education Academy and an IDM Lecturer of The Year



IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

Becky is an energetic and extremely knowledgeable course leader who focuses on practical skills and techniques you can apply in the real world.

Andy Bird,
Copywriter, April-Six Limited

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

share on