Marketing for Non-Marketers

Objectives: At the end of this course, participants will have:

• Exposure to the major marketing concepts

• Familiarity with marketing language

• Practice using marketing tools

Who should attend: high potential managers who need to build strategic marketing skills, sales people, customer service representatives and specialists who interact with marketing

Duration: Half to full day

Topics:

Understanding your business and your personal and professional goals

• Doing an internal audit

• The best instruments for increasing your self understanding

• Why you shouldn’t spend much time overcoming your weaknesses 

Surveying current client satisfaction

• What most clients will never tell you face to face

• Improving your ability to hear client requests

• Tips for translating information to action

Writing your marketing plan

• Your vision

• Defining and profiling target customers

• Finding your unique competitive advantage

• The 4 P’s 

• The essential sections of any marketing plan

Creating and testing new products and services

• Everyday consumer research

• Gap analysis

Tips for successful marketing plan implementation

• Skills needed to build and nurture the business

• Tracking and data base management

• Client relationship management - repeat and retention

• Self promotion

Continuous improvement

• Understanding your clients’ customers

• Recommended reading

• Your marketing Fitness Program

Takeaways:

• "The Glossary of Key Marketing Terms"©  

• "Questions to Start a Marketing Plan"©

• Questionnaires for External and Internal Marketing Audits"©