Marketing For Non-Marketing Managers

MARKETING FOR NON-MARKETING MANAGERS (WEEKEND – 2 Day) ACCRA-GHANA. USD 200/GHS 620

Course Objective

• To enable non-marketers to become familiar with the basics of marketing to help they incorporate a marketing aspect in their daily management decisions.
• To improve relations between the marketing department and all the other departments in the company
• Promote better mutual understanding, improving communication between departments , resulting in better overall corporate performance
• Contribute more effectively to the marketing activities of the organization
• Discriminate between good and bad marketing practice
• Understand marketing terminology
• Understand the marketing mix; distribution channels, price structures, advertising , sales promotions and the relationship between sales and marketing

Target audience

• Middle and Senior level managers who are non-experts in marketing seeking to understand the role of marketing and subsequently incorporate a marketing dimension in their respective departments daily operations e.g. Finance , Customer Service, Sales, Production, Purchasing, Operations, Research and Development , Information Technology departments
• Employees who are often in contact with marketing people , and who wish to understand marketing decisions so as to co-operate better with their line managers  e.g.  Research and Development, Production, Logistics, Legal , Finance departments etc
• Employees who aspire to join their company’s marketing department(s)

   Course Benefits for the Learners

• Integration of the marketing dimension at all levels  in the company, and better consideration for customer needs
• Align all management decisions regarding product and/or service , prices, distribution and communication accordingly
• Improve interaction with the marketing department(s) thanks to a better understanding of this function

Mode of Delivery

• Lectures
• Case Studies

      Prerequisite

None

 

Curriculum

 

• Introduction to Marketing
  

 

?? What is Marketing

 

?? The importance of Marketing within an organization

 

?? Developing Marketing Plans

 

?? Understanding Marketing Strategies and Programs

 

 

 

Q & A / Discussions/Tea Break

 

• Environment Analysis
  

 

?? Understanding the internal environment

 

??  Understanding the external environment

 

?? Case Analysis and Discussion

 

Lunch

 

 

 

• Understanding your customers     2.00 pm – 3.30 pm

 

?? Market segmentation

 

?? Customer Profiling

 

?? Targeting and Positioning

 

?? Case Analysis and Discussion

 

 

 

Tea Break

 

• Introduction to the Marketing Mix
  

 

?? Understanding what a product is and its components

 

?? Understanding Price, its importance and different pricing strategies

 

?? Introduction to the Marketing Promotional mix and the importance of the Integrated Marketing Communication

 

?? Overview of Distribution Strategies and its challenges

 

?? Case Analysis and Discussion