This session covers the basics of marketing. It will look at the place of HR in marketing, and an overview of developing a marketing strategy.
The session will include:
Marketing: what is it?
Definitions
Selling versus marketing
The Customer Value Proposition
The 4Ps: Product, Price, Place, and Promotion
Plus
Specific links between HR and marketing
Recruitment and the development of an employer brand
Delivery of the brand promise
The contribution of HR to the delivery of the organisation's brand promise
The 4 Cs: cost, customer wants and needs, convenience, communication
Where you can apply these to your organisation
The pros and cons of web recruitment.
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