You will learn to:

  • The role Marketing plays in achieving an organisation’s business objectives
  • How Marketing can create value for the organisation and its customers
  • The impact of Digital Marketing and the continuing disruption it creates
  • Relationships between Marketing and the other Departments within the Organisation
  • Why an understanding of Marketing is essential to every modern business career


1 day (7 CPD hours)

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Course availability

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Course Information


The role of Marketing in achieving an organisation’s business objectives

  • Introduction/definitions
  • History of marketing
  • Business objectives
  • What marketing can and can’t contribute
  • Some famous brands

How Marketing can create value for the organisation and for customers

  • Basic marketing theory
  • Buyer behaviour models
  • Segmentation, targeting and positioning
  • Media/channel section
  • Writing a marketing plan

The impact of Digital Marketing and the continuing disruption it is creating

  • What just happened? Internet, www, mobile
  • Key digital channels: search, email, display, social
  • Data and Privacy – issues for every organisation
  • What’s changing and what’s next? Mobile, AI, AR, VR+++

Relationships between Marketing and the other Departments within the Organisation

  • Sales
  • HR
  • Finance
  • Marketing and the C-Suite

Why an understanding of Marketing Essentials is essential to every modern business career

  • Business objectives and marketing objectives
  • The structure of the marketing industry: brand owners, media owners and agencies
  • Careers in marketing
  • Trends - continuing disruption

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.


Mike Berry Dip DM, F IDM , Consultant

Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.

These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas.


London (W1W 8SS)

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

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

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Enhance your career with the IDM

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

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