The Essential of Marketing


The aim of this course is to introduce the basic ideas of (social) marketing to managers in voluntary organisations and social enterprises.


This course will include coverage on:

  • Customers – a complex group (users, funders, decision-makers, decision-placers, influencers, gatekeepers) – primary and secondary customers (stakeholders)
  • The 4 Cs – Customer Needs, Convenience, Costs, Communications
  • The 9 Ps – Promise, Package, Product (Core, Actual, Augmented), People, Process, Physical evidence, Price, Place, Promotion
  • More about promotion – AIDA, USPs
  • Communicating with customers


Attendees will be better prepared and capable to producing effective marketing.

Who Should Attend

The course has particular relevance for business development staff, fundraisers and bid-writers. It also has relevance to staff from many local authority services.

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