Marketing involves considering and addressing the entire customer experience, it provides the right context for people to understand the innovation, and it helps identify new partners and channels necessary to engage with customers at the right place, time, and manner (Forbes 08 2019)

This one day university led masterclass is a must for SMEs wanting to enhance their skills in promoting themselves and their business to harness the power of marketing and its long-term return on investment. It is designed specifically to support you to develop and plan a feasible, targeted marketing communications and promotion campaign for your business

The session will blend learning from university experts, with practical outcomes including generating new ideas and plans to take forward.  With their sector knowledge and experience, they will first help you to apply the principals of marketing, including utilising market research marketing planning tools to explore, identify develop and evaluate your unique selling point (USP) and value proposition and their significance to your sustainable growth as a business.

Following this, they will lead you in mapping your customer journey using a tool to identify opportunities where innovative interventions using social media opportunities will help to retain and attract new customers.

Learning outcomes:

• Understand the importance of your value proposition and USP’s to support the growth and sustainability of your business
• Understand the principals of marketing, including utilising market research and marketing planning tools in order to implement a robust marketing planning process
• Appreciate the value of meeting customer expectations through leveraging your Customer Journey
• Develop and plan a feasible, targeted marketing communications and promotion campaign

“ The revelation that came out of this masterclass for me was that I was going about marketing from completely the wrong angle. I was keen to attend initially to get marketing tips, and just enhance what I already did, but it has inspired me to change my entire approach”

Anya Frampton, Mulberry Marine Experiences, Horizons attendee Nov 22

Deliverers:

Liz Hawkins is a senior lecturer in Marketing at School of Business and Law in University of Brighton. She holds BA in Marketing and MSc in Marketing with Communications and Branding, and has over 20 years of experience in management and marketing in different industries such as Travel, Tourism and Financial Services as well as being a business and marketing consultant in various sectors over the past 15 years. Liz Hawkins — The University of Brighton

Dr Adam Jones is a Principal Lecturer of Strategy and Marketing within the School of Business and Law at the University of Brighton. He has a wealth of commercial knowledge gained from working at a senior strategic level in a FTSE 250 company; developing an expert understanding of the issues around strategic direction and the challenges applying the principles of strategic marketing to an extremely competitive and challenging commercial environment. Adam Jones — The University of Brighton

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This event is valued at £240 of State Aid support. State aid information is detailed in our T&Cs.