Marketing Skills for Non-Marketing Managers

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Course Overview

Marketing is increasingly influencing all aspects of business. Anyone involved in a management role should have a strong awareness of the basic techniques, terminology and processes involved in developing effective marketing activity that responds to changing markets.

This course is designed to introduce delegates to the purpose, importance and potential role of marketing in their organisation. It will explore key concepts, tools and language used in marketing and show how the tools can be used to identify and exploit opportunities to achieve your organisation's business aims.

Audience

This course is designed for managers outside of marketing who need to understand the marketing function and improve their skills in the marketing field eg. sales managers, finance managers, HR managers, etc. Managers moving or recently appointed into marketing will also find this course beneficial. No marketing training is necessary.

Benefits for your organisation:

Managers throughout your organisation, with knowledge of marketing, will be able to actively input into the formulation of strategies when marketing planning and building customer relations. Your organisation will become more customer and market focused.

This course is ideal as part of a career development programme for managers who are taking on greater marketing responsibilities or more general management responsibilities.

Benefits for you as an individual:

The course will utilise your management experience and provide an opportunity to develop your marketing skills. Working in groups, you will produce a marketing plan, communications plan, and a market research proposal, as well as discussing aspects of marketing in your organisation. You will return to your organisation with the confidence to make a significant input into your marketing function.

You will learn how to:

• Appreciate the potential role of marketing in your organisation and be more involved in marketing decisions
• Draw up a marketing plan together
• Analyse your customers and your markets, and understand them better
• Manage a portfolio of products/markets/brands
• Write a market research brief and proposal
• Write a brand positioning statement for your brand
• Write a marketing communications plan
• Appraise your organisation's website
• Deal with marketing issues more confidently

Course Outline

• Introduction to marketing and marketing planning
• Analysing the changing market
• Understanding market segmentation and target audiences
• Identifying customer needs
• Carrying out marketing research
• Conducting a SWOT Analysis
• Managing the brand and developing value propositions
• Developing an appropriate marketing mix
• Creating a professional brief for agencies
• Delivering quality customer service
• Assembling all the elements of an effective marketing plan

To take away from the course:

A template marketing plan and marcoms plan will be provided.

Marketing Skills for Non-Marketing Managers / 0023