Marketing for New and Non Marketers



Course Introduction

The speed of changes and the increasing market challenges confronted by businesses today makes it more vital than ever for these businesses to harness  the power of marketing  that will align their business activities around a sound understanding of the marketplace.

This programme will cover the key marketing concepts and principles, whilst cutting through the jargons and misconceptions that often serve to confuse understanding of the discipline. It will highlight the primary marketing tools with tips on how to use them successfully.

  • All owners and staff members of businesses interested to further their understanding of marketing and how it can benefit them and their organisation. This will include those who are making a move into a marketing position for the first time and those who work with the marketing team and would like a better insight into its activities.
  • Develop a simple marketing plan
  • Use asimple framework for assessing the business, marketplace, customers and opportunities
  • Develop creative segmentation and positioning strategies.
  • Develop practical marketing strategies for your product or services
  • This highly interactive programme  will use videos,  case studies, exercises and group work and discussions, which will be supplemented with lectures and worksheets.
  • Marketing: What is it all about
  • The evolving facets of marketing
  • Marketing’s Role
  • The marketing planning process
  • Linking the marketplace to development of creative segmentation strategies
  • Identifying sources of competitive advantage/value proposition for effective positioning strategy
  • Developing marketing strategies o Branding

o Product/Service mix o Pricing

o Marketing channel

o Marketing communication mix including new media o Customer engagement and relationship

  • Putting it all together: Outline Marketing Plan