PRETORIA TECHNICAL COLLEGE
EFFECTIVE
COMMUNICATION
AND MARKETING
SKILLS
Preamble
Marketing
Definitions
“Marketing is the social process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others.”
- Philip Kotler ("Marketing Management")
“ Marketing is “The management process responsible for identifying, anticipating and
satisfying customer requirements profitably.”
- The Chartered Institute of Marketing
Drawing from the two mentioned advocates’ marketing definitions Marketing therefore
entails “human activities institutes employ to identify consumer needs and wants so as to create
different offerings such as products, services, ideas, concepts and information in order to exchange
and meet total consumer satisfaction.”
Key Areas to effective marketing
• Effective Communication
• Marketing Skills
Communication Methods
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Advertising
Sales Promotion
Personal Selling
Publicity
Public Relations
Communication Methods
• Personal Selling
The presentation of a persuasive message by a
seller to a potential customer or group of customers,
generally in a face-to-face meeting.
• Publicity
Information that concerns a person, group, event,
or product and that is disseminated through various
media to attract public notice
Communication Methods
• Advertising
is the nonpersonal communication of information
usually paid for and usually persuasive in nature
about products, services or ideas by identified
sponsors through the various media
• Sales Promotion
the methods or techniques for creating public acceptance
of or interest in a product, usually in addition to standard
merchandising techniques, as advertising or personal
selling, and generally consisting of the offer of free samples,
gifts made to a purchaser, or the like.
Communication Methods
• Public Relations
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is a strategic communication process that
builds mutually beneficial relationships
between organizations and their publics
The effectiveness of all these Communication Methods will be indicated by some of the
followings key perfomance indicators inter alia : Increased Customer response, Increased
Sales, Increased demand for the product or service, increased market share and business
growth.
Effectiveness and proficiency of an institute in its Marketing Effort will depend largely on how
it exploits the various communication methods mentioned to relate creatively, productively and
efficiency or profitably to its target market.
Marketing Skills
Effective Marketing Campaigns require a range of skills and knowledge.
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Communicate, Negotiate and Network
Collaborate with sales team
Know your strength and weaknesses
Conducting a Market Research
Capability in Customer Services
Marketing Skills
• Communicate, Negotiate and Network
Excellent marketers are strong communicators and
shrewd business operators. They have vibrant
communication skills that help them deal with
suppliers and service providers, while dealing
with customers and building valuable networks
Including exploiting social media, blogging, email
Campaigns and promotions. Popularly is developing
A web site which becomes the calling card of the
Business.
• Collaborate with sales team
To expand or run a growing business there might be need
to separate sales and marketing teams. The sales team
still remains an essential part of a marketer’s marketing
success and must be involved in marketing strategies.
This helps motivate a marketer’s salespeople to achieve
Marketing objectives.
Marketing Skills
• Know your strength and weaknesses
The capability of evaluating and understanding
a business’ strengths, weaknesses, opportunities
and threats (SWOT Analysis) will help a business
to make informed decisions and deliver the
business’s marketing effectively. If the Marketer
can know the pros and cons of the business’s
operating systems, financial commitments, legal
obligations and workforce skills, it makes it easier
to identify appropriate marketing campaigns.
Marketing Skills
• Conducting a Market Research
A marketer must be adept with the skills and
know how of conducting marketing research
Coupled with sound SWOT Analysis findings,
critical information collected prior marketing
campaigns can help identify training needs and
good, marketing decisions including;
Developing a targeted, direct mail campaign within
a compiled database, sound marketing budgeting
and identification of the best marketing mix that appeal
the target market.
Marketing Skills
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Capability in Customer Services
A marketer must have a strong propensity to
serve customers well – putting customers
first and benefits to business second. The
key rests in well founded capabilities in
providing excellent customer services.
Aspects such good listening skills,
skills to identify accurate information
before handling customers enquiries
and queries are valuable. Timely
responses to customers needs and
wants helps to build customer
confidence.
Conclusion
THANK YOU!!!