What is marketing?
Putting the right product in the right place, at the right price, at the right time.
It’s simple! You just need to create a course that a particular group of people wants. Put it on sale some place where those people visit regularly, and price it at a good value for money level; and make sure the timing is right!
“Marketing mix” is a general phrase used to describe the different kinds of choices organisations have to make in the whole process of bringing a product or service to the market. The 4 Ps is probably the best-known way of defining the marketing mix.
The 4Ps are:
Using the 4Ps Marketing Mix Model
The marketing mix model can be used to help you decide how to offer your course in the market, follow the steps below to define and improve your marketing mix.
- Start by identifying the course(s) that you want to develop.
- Now go through and answer the 4Ps questions – as defined in the follow-up pages
- Try asking “why” and “what if” questions too, to challenge your offer. For example, ask: why your target audience needs a particular course. What if you drop your price by 5%? What if you offer more? Why sell through agents? What if you improve your Networking rather than relying on advertising?
Test Your Model
Once you have a well-defined marketing mix, try “testing” the overall offer from the customer’s perspective, by asking customer focused questions:
- Does it meet their needs? (Product)
- Will they find it where they shop? (Place)
- Will they consider that it’s priced favorably? (Price)
- And will the marketing communications reach them? (Promotion)
You can use the model below to develop your overall marketing plan.