Introduction to Marketing


Melanie Ryan, CRM Manager, City of Birmingham Symphony Orchestra

Joanna Sigsworth, Head of Marketing and Communications, Nottingham Playhouse


Introduction to Marketing will start by giving you an understanding of what marketing is and how it benefits an organisation. The day will include a number of practical exercises and various case studies.


This course is suitable for people who are expected to ‘do’ marketing as part of their job, but haven’t received any formal training, for those who want to get into marketing and for those who are currently doing it and want a better grasp of the bigger picture.


Participants will learn about principles of marketing including:

- planning

- targeting & segmentation

- relationships

 They will also gain a working knowledge of specific marketing techniques including:

- knowing your customer

- choosing the right medium for your message

- monitoring and evaluation


- Have a working knowledge of the four stages of a marketing planning cycle

- Know how best to apply that knowledge

- Know how to plan and implement a marketing campaign

- Understand the importance of audience development and the benefits it can bring to your organisation  


ABO Members, £125 +VAT

SOLT, UK THEATRE and ITC Members, £140 + VAT

Non-Members, £180 + VAT
Cancellation policy

Cancellations may be made in writing or by email to the ABO ( up to two weeks before the course date and refunds may be made at the discretion of the ABO; thereafter the full total is payable. Registrations may be transferred to another name. The ABO reserves the right to cancel at any time without liability and in these circumstances, participants will be offered an alternative date or a full refund of the course fee.

Event details

Association of British Orchestras 32 Rose Street London WC2E 9ET

26 November 2019
10:00 - 17:30

Event type:
ABO Learning

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