The Fundamentals of Marketing

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Introduction to the Fundamentals of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges with target groups that satisfy customer and organisational objectives.

This comprehensive training course addresses the critical issues faced by every marketeer when the company looks to you to combine the objectives of the organisation with the needs and opportunities in the marketplace.

This Masterclass is aimed at those individuals who are destined for senior Marketing, Sales or General Management positions within their organisation.

The seminar will pull together the product, pricing, promotion, positioning and distribution channels into a business-building marketing mix and a strategic marketing plan.

Upon successful completion of the course attendees will be able to:

  • Explore how marketing concepts are being applied within the company.
  • Identify marketing opportunities and solve marketing problems.
  • Determine the impact of market share and life cycle issues on marketing opportunities.
  • Develop and evaluate alternative pricing strategies.
  • Develop essential skills in modern marketing planning.
  • Resolve marketing issues with other people in the company.

Course Content


  • The importance of marketing in an organisation.
  • Defining marketing in the larger context of the business environment.
  • Reviewing marketing mix basics using marketing’s 4 P’s.
  • The habits and motivations of the consumer as it relates to marketing.
  • Examining the role of the marketing manager.

Training Method

The program is designed to enhance learning through group and individual cases and exercises.

There are a number of opportunities to practice techniques and evaluate skill levels. In addition the course leaders specialist knowledge and guidance are available in all sessions.

The program will be supported with a complete set of workbooks, handouts and reference material.


The course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.


Course Leader: Bill Levell

His hugely successful career includes appointments for marketing and sales in a wide variety of markets at senior Board and management level (UK and overseas.)

Clients regard him as a visionary thinker and a vital catalyst in the development of their strategic plans and practical implementation of sales and negotiation techniques.

Highly experienced in all aspects of Strategic Development, Management, and Advanced Negotiation. He has developed his own planning and analysis tools, which are now a standard part of the sales and marketing curriculum’s and utilised by blue chip companies’ world wide to automate the decision-making process and create effective plans.

Bill loves sharing his experiences and is a Senior member of the Chartered Institute of Marketing’s Faculty having been a course director for 15 years.

Career Experience

  • Managing Director – £150m Multi-product Manufacturing/Trading company
  • Marketing & Sales Director – Industrial/Speciality chemicals
  • Product Group Manager – Pharmaceutical/Toiletries & 4 brands
  • Regional Sales Manager – Pharmaceuticals/Toiletries
  • Product Marketing Manager – Pharmaceuticals/Toiletries
  • Sales Representative – Pharmaceuticals/Toiletries

Additional Information

Whilst the foregoing information is pertinent, his current experience in running and managing businesses for clients, training and advising their people is much more relevant.

His reputation is founded on a combination of very practical experience and visionary thinking outside of current business boundaries and spanning many markets and industries. He has experience in assisting with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking.

He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.