Marketing for Non- Marketers

Course details

In developing business skills, a key element is marketing. Poor ‘marketing’ skills affect how propositions/services/products are developed. The perception of customers, staff and other departments are affected by the ability to ‘promote’ the right message and image. Effective staff organization is affected by the marketing perspective. Effective research analysis is affected by marketing skills. Effective business plans and change implementation is affected by marketing skills.

In this intensive and stimulating course, participants will learn the key techniques and concepts used. They will have the opportunity to apply them in a simulated environment.

Who Should Attend?:

Managers or professional staff who require a broader business perspective, or who are involved in business planning or proposition development.

Marketing for Non-Marketers - Course Objectives:

Participants will learn:

• The role of marketing in the success of the organization and the elements of a successful marketing plan
• How to create an effective Mission Statement
• How to segment and ensure an effective understanding of their marketplace
• The key elements in an effective strategy
• The elements of an effective pricing strategy
• The key factors in successful product introduction
• The key factors in promoting an organization.

Marketing for Non-Marketers - Course Outline:

Marketing Overview

• The need for marketing
• Key marketing skills
• The marketing elements
• Marketing disciplines
• Excuses and barriers

Strategic Marketing Planning and Research

• Understanding consumer behavior - “How people get hooked”
• Market segmentation, targeting, positioning (STP)
• Situation / business environment analysis - “Finding our place”
• What business are we in?
• Defining departmental and organizational mission statements
• Creating a vision
• The business climate

Tactical Marketing: Sellers’ 4Ps and Marketing Plans Implementation

• Understanding The Market
• Market segmentation
• Profiling the decision-process
• Profiling the decision-makers
• Profiling competitors
• Market research
• Price and affordability
• Place and accessibility
• Product and acceptability - “Be satisfied”
• Promotion and Awareness - “Intimacy and Customer Loyalty”
• Marketing Plan - Place Strategies
• The alternative place strategies
• Distribution and dealers
• Integration / Managing the Marketing Mix Integration / Managing the Marketing Mix
• New Product/Service Decisions
• New product development process
• Tactical marketing considerations
• Product Launch checklist
• Marketing Plan - Promotion Strategies
• Promotion alternatives
• Key promotion factors
• Structure of brochures and advertisements
• Marketing Plan - Price Strategies\
• Customer attitudes
• Pricing factors & discrimination
• Pricing strategies (penetration, skimming, lining, cash recovery)
• Changing prices
• Novartis SWOT Analysis Case Study
• Presentation of Mini Marketing Plans