Fees: Standard £ 10 Conc £0 Full £10 * Enrol online for standard fee payers only
|Saturday||10:00 - 15:30||1||MAC||29/06/2019||29/06/2019||NHB22|
Why start a business? What is marketing and what purpose does it serve? The marketing mix (4C/4P). Understanding customers’ purchasing habits. Needs and wants. Customer value and customer satisfaction. The importance of market segmentation. The difference between product features and benefits. The three levels of a product. Establishing a Unique Selling Point (USP). The power of a strong brand. Developing an effective piece of communication. The AIDA model. Choosing an email marketing tool. Basic introduction to MailChimp. Mailing list dos and don’ts. Overview of GDPR. Tips for producing engaging email content.
Anyone that is planning to start or has recently started a business, social enterprise or charity, who wants to understand the basics of general and email marketing.
None, other than a clear understanding of the business you plan to start, have started or work at.
Describe your business’s customer base and how your product offering provides customer value. Outline your product’s USP. Design a very basic email marketing campaign. Sign up for a MailChimp account and send an email campaign.
Group and individual instruction. Explanations, demonstrations, case studies and discussions.
To gain the maximum benefit, you should read recommended books and websites, and practice the topics covered during the class - the more you practice, the faster your skills will improve.
Through informal feedback, which will help you decide what else you need to learn or practise.
Self employment or better management of your own business. An in-depth general marketing course, Developing a Marketing Strategy (Course Code: NHB05). An in-depth email marketing course. A course on a different web or business subject.
A pen and notebook. You may benefit from investing in a book to supplement your learning. A suggested text is: Foundations of Marketing (2015, 5th edition) - David Jobber & John Fahy You may also like to consult the following online resources: Email Marketing Field Guide - MailChimp Dos & Don'ts of Email Marketing video - Google Small Business idm blog - The Institute of Direct and Digital Marketing
You may wish to get additional help and guidance offered through the free Study Support Sessions at the Macbeth Centre. At these sessions you can access the internet, work on and print homework and assignments for your course, research, access a range of software, improve your typing and practice/review what you have covered in class. You will need to book a place on these sessions - ask your tutor how. Help with literacy or numeracy is available through the basic education programme and the ESOL programme offers help for speakers of other languages. Additional support can be provided for students with learning difficulties and/or disabilities. If you have a disability and feel you need support to get the best from your course you can contact Sean Buckley (email@example.com) to have a confidential discussion on how best we can support your learning. Details of all available support can be found on our website (hfals.co.uk), in the Guide and the Student handbook, or from teaching or reception staff.