About this course
Marketing touches every part of an organisation's relationship with its customers, yet its principles are often misunderstood or applied inconsistently. This foundational training course introduces the core concepts, language, and practical tools of marketing.
Through practical exercises and real-world examples, participants build a solid grounding in customer-centric thinking and the fundamentals needed to contribute confidently to marketing discussions and decisions.
This Seya Capital training course will highlight:
- Core marketing concepts and the marketing mix
- Customer-centric thinking and market segmentation
- Marketing planning basics
- Foundations of branding and marketing communications
- A practical, transferable marketing toolkit
Dates, venues & fees
| Dates | Venue | Format | Fee | |
|---|---|---|---|---|
| 25 – 29 Jan 2027 | Nairobi, Kenya | 5 days | US$ 2,100 | Register |
| 1 – 12 Feb 2027 | Zanzibar, Tanzania | 2 weeks | US$ 3,780 | Register |
| 8 – 12 Feb 2027 | Zanzibar, Tanzania | 5 days | US$ 2,100 | Register |
Fees are per delegate and exclude travel and accommodation. Every course is also available as in-house training on dates that suit you.
By the end of the course
By the end of this Seya Capital training course, participants will be able to:
- Define marketing's role in value creation for organisations and customers
- Apply core marketing concepts to real business situations
- Understand customer needs and approaches to market segmentation
- Use the marketing mix (product, price, place, promotion) effectively
- Build a basic marketing plan
Designed for
This Seya Capital training course is designed for anyone building foundational marketing knowledge, including:
- Professionals new to marketing
- Non-marketing managers who work closely with marketing teams
- Entrepreneurs and small business owners
- Sales, operations, and support staff needing marketing literacy
- Early-career marketers
Course outline
Day 1: What is Marketing? Foundations and Mindset+
- Defining marketing and its role in organisational success
- Marketing myths versus marketing reality
- The customer-centric mindset
- Marketing's relationship with sales, product, and strategy
- Overview of the marketing environment
Day 2: Understanding Customers and Markets+
- Consumer and business buyer behaviour basics
- Market segmentation, targeting, and positioning (STP)
- Building simple customer personas
- Market research fundamentals
- Workshop: segmenting a sample market
Day 3: The Marketing Mix in Practice+
- Product and value proposition basics
- Pricing fundamentals and considerations
- Place: distribution and channel basics
- Promotion: an overview of marketing communications
- Adapting the mix for services and digital contexts
Day 4: Branding and Communication Essentials+
- Introduction to branding and brand identity
- Basics of marketing communications and messaging
- Overview of digital and traditional marketing channels
- Introduction to content and social media basics
- Workshop: crafting a simple brand message
Day 5: Building a Basic Marketing Plan+
- Structure of a simple marketing plan
- Setting objectives and budgets
- Selecting channels and tactics
- Measuring marketing performance: basic metrics
- Final exercise: presenting a mini marketing plan
How you will learn
This training course uses interactive lectures, case discussion, group exercises, and a guided planning exercise to build practical, foundational marketing capability.
The return on learning
For your organisation
- Stronger foundational marketing capability across teams
- A shared marketing vocabulary and mindset
- Improved customer focus in day-to-day decisions
- Better collaboration between marketing and other functions
For you
- Gain a solid grounding in marketing principles
- Acquire a practical, transferable marketing toolkit
- Build confidence contributing to marketing discussions
- Establish a foundation for further marketing specialisation
Seya Capital certificate
Upon successful completion of this training course, delegates will be awarded a Seya Capital Certificate.
Training designed around your organisation
Every course can be delivered privately for your institution, at your premises or a venue of your choice, with case studies and content adapted to your sector and regulatory environment.