Marketing for Non-Marketers
Booking this course
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Marketing Training course, please contact us: Tel + 44 (0)1789 734343 or email us at
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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:
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the role of marketing in the success of the
organisation and the elements of a successful marketing plan
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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
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