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At the end of the training you will be able to:

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At the end of the training you will be able to:

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•Understand the marketing concept

•Understand the importance of marketing

•Define business mission, vision, goals and values

•Outline the elements of the marketing mix (7Ps) and promotional mix

•Understand the benefits of a coordinated marketing mix

•Apply the marketing mix to B2C contexts

•Apply the marketing mix to other contexts

•Outline the 7 principles of GDPR

•Understand the role of ASA

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Think of factors that influence your expectations of a product or service

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Think of factors that influence your expectations of a product or service

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of -

Example of a product you have low expectations for

Example of a product you have high expectations for

Example of a service you have low expectations for

Example of a service you have high expectations for

Think about the causes of why it is either high or low

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a) Pick a company of your choice and find out their vision, mission, goals and values

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a) Pick a company of your choice and find out their vision, mission, goals and values

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b)If a company did not have a clear vision, mission, goals and values how would that effect the performance of a company?

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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•Cost-based pricing

•Competitor-based pricing

•Customer-based pricing

•Psychological pricing

https://chatgpt.com/

https://www.perplexity.ai/

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Your name.

Company name and about what the company does.

About your role.

What have you been up too at work?

Name your favourite marketing tool.

An interesting fact about you.

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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4Ps:

•Product

•Price

•Place

•Promotion

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Using the extended marketing mix conduct an audit on a company of your choice PLUS QUIZ 5.1

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Using the extended marketing mix conduct an audit on a company of your choice PLUS QUIZ 5.1

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Extended 3Ps

•People

•Process

•Physical Evidence

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Do some research on the web, use

https://chatgpt.com/

https://www.perplexity.ai/

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What Is Marketing In 3 Minutes | Marketing For Beginners

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3 Strategies to Increase Customer Satisfaction | Brian Tracy

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Mission, Vision, & Values: Explained | Business + Corporate Strategy Course

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A Content Guideline to The 5 Stages of The Buyer's Journey

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Advertising Standards Authority: Every UK ad a responsible ad

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Deepen your understanding of strategic direction by evaluating and refining the mission, vision, goals, and values of your own company. Assess how these elements are reflected in current marketing activity—and propose ways to improve alignment.

If you were the marketing manager, what changes or enhancements would you suggest to improve alignment between the company’s stated purpose and its marketing?

Include suggestions for messaging, tone, visuals, and employee involvement.

Draft a revised or updated version of the mission, vision, or values based on your insights. Justify why your version better supports the company's brand and customer expectations.

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Choose Your Product/Service:

Select a new or improved product/service that your company could realistically offer.

Alternatively, create a fictional business in a market of your choice (e.g., eco skincare, mobile app, artisan coffee brand).

Apply the 7Ps:

For each element of the marketing mix, provide detailed and justified decisions:

Product: What are its key features and benefits? How is it differentiated?

Price: What pricing strategy will you use? Why?

Place: Where and how will customers access it? Online? In-store? Both?

Promotion: What channels and messaging will you use to reach your audience?

People: Who represents the brand (e.g., staff, influencers)? What training or values should they embody?

Process: What does the customer journey look like from interest to after-sales service?

Physical Evidence: What tangible elements support the brand (e.g., packaging, store layout, website visuals)?

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What is your biggest takeaway from this session?

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What is your biggest takeaway from this session?

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Ratings and Reviews, presentation of the product on social media.

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Olivia

Little Fish - we sell restaurant quality Pan-Asian products through delivery!

Junior Marketing Executive - helping grow the social channels of the business through campaigns, shoots, content, and events.

Canva

Fact: I have 8 chickens all named after the royal family!

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The Fractional HR Department, provides HR services for small businesses

Marketing Assistant, I will help to run all social media channels, email campaigns, website and blog posts.

So far I have helped to plan the companies 10 Year Anniversary posts and email marketing, as well as promote other courses they run to help people understand HR.

Fact about me: I love anything theatre/musical related!

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Floss,

Little Fish - Deliver high quality sushi to rural areas.

Junior Marketing executive, helping with content, campaigns and events.

Working on menu designs and getting to know the software's hat are used day-to-day.

Canva

Paul Hollywood ran over my foot.

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Reviews from other people, social media content about a certain product/place. Products in particular - the packaging, branding

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Feedback for previous customer, were they a returning customer.

How have they sold their brand ?

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High-Quality food

High-Quality presentation of food

Good Service + Delivery

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High quality service.

Michelin-star chefs

packaging delivered with no faults

delivered on time and with good services.

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They expect our company to provide effective HR services, to align with what will work within their business. Desired services - company promises to provide simple, effective HR solutions.

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Phone customer service and request refund of product.

Write a negative review.

Unfollow the brand on social media.

No repurchase.

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Leaving a bad review, write about on social media, complain to managers, tell people they know not to go there.

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Unfollowing the brand

Spreading negative word about the brand.

writing bad reviews

Not returning to purchase again.

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1. Shein - Low quality fashion, with no expectations of products lasting long and quality being good.

2. Zara, Coach - good, well reputable fashion brands with clothes/bags that are expected to be durable, comfortable and longer lasting.

3. Buses - always expect them to come late or break down.

4. High rated restaurants e.g. polite staff that check up on you and how your meal is, well cooked and presented meal.

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Low expectation- Primark, low quality fast fashion with big stores and low prices. Rushed service.

High expectation - high end dining with course menus.

the price should reflect the service. For example the Ivy.

it's and experience and you should expect quality service.

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Primark clothing - know its made cheaply so know it will last only for a short amount of time

Skincare - pay a lot of money for a small amount of product so would expect it to work

Cheap airlines - Ryan Air Whiz Air, tickets are cheaper so don't expect quality

NHS/hospital/GP - professional services, health and wellbeing factors need to be considered, expect high quality

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Mission: to reduce carbon footprint.

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Starbucks

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Cost-based pricing - where a company sets the price of a product or service by calculating the total cost of production and then adding a markup. --> Costco

Competitor-based pricing - where a company sets its prices similarly to its competitors --> Starbucks and Costa.

Customer-based pricing - where a company sets a price primarily on how much customers are willing to pay --> Apple, Louis Vuitton etc - customers are willing to pay high price for the name.

Psychological pricing - where company's set prices in a way that takes advantage of how customers perceive numbers rather than basing their prices on competition and costs. --> Amazon - discounts 59.99 (50% off) e.g.

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Cost based - cost to make it and the profit that it will make (ikea)

Competitor based - based on what competition charges (tesco price match)

Customer based - on what customers think its worth (luxury brands high pries)

psychological - made to feel cheaper to be more attractive (boots prices at .99 instead of round numbers)

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Patagonia:

Discover our new arrivals for fall—durable, high-performance outdoor gear made to embrace the dirt and built to move with you.

Cost base pricing: raging from 150 pounds up. This being that the product it meant to last for a long period of time.

Competitors pricing: Finisterre is hitting the same pricing with a slight lower margin.

Customer base pricing- Patagonia customers were willing to pay $6.58 more on average for organic cotton shirts vs the conventional ones.

That extra willingness to pay (WTP) was about 14.6% higher than the increase in production cost.

Phycological: Higher prices create a perception of higher quality and ethical superiority.
Customers interpret the price as a reflection of Patagonia’s commitment to sustainability and craftsmanship — not just profit.

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Brand: Waterstones

Product - Offers a diverse range of books, board games, and Jellycats.

Price - Positions itself as a more higher priced book store (compared to its competitor The Works) prices of books are often full price with no discounts (£6.99-20.99).

Place - Operates in retail stores and online channels, located in many towns and cities.

Promotion - strategy emphasises social media, influencer partnerships, and author meet and greets, and offers limited edition signed copies of books along with collectors editions.

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Product- Barbour is a heritage British luxury/outdoor clothing brand, especially known for its waxed jackets.

Price - Barbour uses a premium pricing strategy. Their products are priced higher than many mass brands, reflecting quality, heritage, and the luxury positioning.

Place- Multi‑channel distribution: Barbour sells through its own retail stores, through its online store, and via third‑party retailers (department stores, specialty retailers).

Promotion- Promotion is not heavily discount‑led. They rarely do big sales (especially for key iconic items), so promotions are more about brand storytelling and selective seasonal promotions (through intermediaries often) rather than deep discounting.

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Nike offers products such as shoes, clothes, accessories and sports equipment.

Nike positions itself as a premium sportswear brand, with limited availability that reflects the quality of products they produce.

Nike offers their products online, in their own retail stores, other retail and department stores, they are widely available.

Nike promotes their products through tv advertisements, social media and outdoor advertising

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Brand: Waterstones

People - Retail staff who have knowledge of books that will produce good customer service, authors/publishers to supply the books.

Process - In-store browsing of books, online ordering, click-and-collect.

Physical Evidence - displays of books, directions towards different book genres, website, receipts.

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Process- Barbour still makes the classic waxed jackets by hand in its South Shields factory. This implies processes of craftsmanship, tradition, with steps for durability and finishing.

People - Loyal customers who appreciate British heritage, craftsmanship, and timeless style.

Physical evidence-

There stores, bags, tags etc.

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Nike will have a team of designers as well as retail staff in stores

Nike will provide a consistent delivery of their products that aligns with the brand

Nike have their logo on all products, boxes, bags, employees will wear the brand, store promotes the premium sportswear ideology

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The Seven Principles:

1. Lawfulness, Fairness, and Transparency - data must be processed in a lawful manner, processing must be fair, individuals must be clearly informed how their data is being used.

2. Purpose Limitation - Data must only be collected for specific, explicit, and legitimate purposes. It must not be later used for unrelated purposes without further consent.

3. Data Minimisation - Only the minimum necessary data should be collected to achieve intended purpose.

4. Accuracy - Personal data must be kept accurate and up to date. Inaccurate data must be corrected or erased without delay.

5. Storage Limitation - Data should not be kept longer than necessary. When no longer needed must be deleted or anonymised.

6. Integrity and Confidentiality - Data must be processed securely to protect against unauthorized access, loss, or damage.

7. Accountability - Organizations are responsible for demonstrating compliance with all GDPR principles.

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Lawfulness fairness transparency - processing data legally fairly and clearly

purpose limitation - use data only for the stated purposes

data minimalization - collect only what's necessary

accuracy - keep data correct and up to date

storage limitation - don't keep data longer than needed

integrity and confidentiality - keep data secure

accountability - be able to prove compliance

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Accountability- is the obligation or willingness to accept responsibility for one’s actions, decisions, and their outcomes.

Lawfulness means that all marketing activities must comply with relevant laws and regulations, including data protection, advertising standards, and consumer rights.

Fairness means treating consumers equitably, ensuring that marketing practices do not exploit, mislead, manipulate, or harm individuals — especially vulnerable groups.

Transparency means being open, honest, and clear about marketing practices, including how consumer data is collected, used, and why.

purpose- Purpose limitation is a key principle in data protection (especially under laws like the UK GDPR and EU GDPR) that directly affects how marketers can use personal data.

data- Data in marketing refers to any information collected and used to understand customers, improve marketing strategies, and drive better business decisions.

accuracy-Accuracy in marketing means ensuring that all information, data, messages, and representations in your marketing efforts are truthful, reliable, and precise — with no misleading claims or errors.