Marketing Knowledge for Non-Marketing Manager

Marketing Knowledge for Non-Marketing Manager

Background:

Marketing is affect everyone’s life. Marketing will affect other department’s works. However, not everyone need to manage the marketing jobs.

Marketing department is the window to connect with the customers, to service customers.

Everyone should support marketing department to facilitate the business.

In this program, there are many case study and activities to deliver sufficient marketing knowledge to the non-Marketing Managers.

Outlines:

Module 1: Basic Marketing Concept

Position of the Marketing and Sales Department

To provide the best value to customers

Cost of customer

Value of customer

Motivation analysis of buying behavior

Transfer value of customer

Customer focus marketing

What is the sources of the needs

Needs from self

Needs from competition

Module 2: Basic Marketing Theory

Push and pull of the sales

Difference between effective selling and efficient selling

Classical marketing mix

Pricing theory

Module 3: Responsibilities of the Sales and Marketing Manager

Responsibilities of the marketing department

Tasks of the marketing department

Work with marketing department for the training

Importance of the training

Methods and principles of the training

Training from factory department

Training from finance department

Training from HR department

Training from R&D

Module 4: Sales Target Setup

How the managers’ style affect the target

How to work with other departments for the target setting

True and false of target

Two ways of the target setting

Three steps of the target setting

How to setup the challenging target

How to work with Sales and Marketing for the target setting

Module 5: Evaluation of the Sales Performance

The comments from other departments

Principle to performance evaluation

Differentiate the evaluations and comments

Four dimensions of the evaluation:

Financial factors

Market factors

Customer satisfaction factors

Behavior factors

Module 6: Innovation of the Marketing

Innovation methods: improvement innovation, R&D innovation, and combination innovation

Product innovation

Channel innovation

Price innovation

Promotion innovation

Module 7: Communication between Marketing Department and others

Core factors of the communication

Three highway of communication

Concept of “Internal Customers”

End of the training: Review, Errands, Celebration