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How to get into Marketing
Understanding Your Market
Complexity Easy Duration 35 - 40 min
Looking at a career in marketing? Understanding your target market is crucial to being successful. For this module, we’re joined by Marketing Manager Shelly O’Gilvie, who will help you develop overall marketing skills, particularly in communication, analysis and attention to detail. Captions are available on this Academy module. To activate captions, click the CC button on a video and select "English".
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Presenter
Shelly O'Gilvie
Shelly O'Gilvie
Bright Network, Marketing Manager
Shelly joined Bright Network with a passion and drive for ensuring that every student, no matter their background, has access to the best opportunities. She's a specialist in working with students on campus to make the most of their time at university, by visiting campuses to run training sessions, and helping societies reach out to their members and engage them in careers.
Shelly joined Bright Network with a passion and drive for ensuring that every student, no matter their background, has access to the best opportunities. She's a specialist in working with students on campus to make the most of their time at university, by visiting campuses to run training sessions, and helping societies reach out to their members and engage them in careers.
Lessons in this module
2
1. Introduction
In the first lesson of this module Shelly gives an overview of her own career journey in the marketing sector, as well as outlining what's to come throughout this Understanding Your Market module.
1 - 2 minutes
2
2. Identifying your market
At university, you'll have utilised research a lot in your assessments - researching skills are a fundamental part of marketing, as it helps to identifying your target market. This module breaks down where marketeers gather their primary and secondary research.
2 - 3 minutes
2
3. Competitor analysis
A competitor analysis allows you to figure out where your brand sits and what makes it unique, Shelly tells you more in this lesson.
1 - 2 minutes
1
4. Create a perceptual map
Following on from the previous lesson, it's now your turn to conduct a competitor analysis.
10 - 15 minutes
2
5. Audience
Segmentation is a key way that marketeers understand their target market. Shelly takes you through both demographic segmentation and psychographic segmentation.
1 - 2 minutes
2
6. Finding your USP
This is where the previous lessons in competitor analysis, along with the demographic and psychographic segmentation come together.
1 - 2 minutes
2
7. Constructing and delivering your messaging
Your messaging should be dynamic and communicated in a range of different ways. Keep watching to learn about the different ways you can deliver a message.
3 - 4 minutes
1
8. Drafting a marketing email
Bringing together your key learnings from the module, it's time for you to practice writing a marketing email.
10 - 15 minutes
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