Marketing for Non-Marketers

Managers must develop their business skills to contribute fully. Marketing is the business that causes the success or failure of many organisations.
Overview

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 organisation 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.

Duration

2 Days

Marketing for Non-Marketers - Course Objectives


Participants will learn:

• the role of marketing in the success of the organisation 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 organisation.
  

Marketing for Non-Marketers -

Course Outline


Marketing Overview

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


The Mission Statement

What business are we in?
Defining departmental and organisational mission statements
Creating a vision
The business climate
The T.E.M.P.S. checklist


Understanding The Market

Market segmentation
Profiling the decision-process
Profiling the decision-makers
The Innovation Curve
Profiling competitors
Market research
Why new products fail


Marketing Plan - Place Strategies

The alternative place strategies
Distribution and dealers
Sales and telesales


Marketing Plan - Price Strategies

Customer attitudes
Pricing factors & discrimination
Pricing strategies (penetration, skimming, lining, cash recovery)
Changing prices


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 warfare