Marketing for Non-Marketers

Wednesday
9:00 am to 5:00 pm

This brief introductory marketing course is meant to sharpen your ability at identifying and satisfying people’s needs through value adding, uniquely delightful, and enriching personal experiences. You will gain basic understanding of why and how marketing (serving customers) is an essential function of any organization without which it cannot exist. If you are a non-marketing professional, this course will give you better knowledge on how to align your expertise with marketing initiatives in order to enhance your competitiveness.

METHODOLOGY
In-class conceptual analysis and discussions will be applied to workplace problem solving cases / examples enriched with group dynamics / games to enhance learning by experience or simulations.

Brand Management
April 28, May 2, 3, & 5

The Art of Negotiation
May 10 - 11

Services Marketing
May 16, 17, 19, & 26

Marketing Forum
June 16

Negotiation Skills and Strategies
August 16 - 17

A successful participant will:

• Create markets / customers through innovation (the key to profits);
• Retain clients through customer relationship and intimacy (for long term run and success);
• Keep competition out from stealing your beloved customers through effective tactical marketing mix strategies (the 4Ps);
• Choose customers and recognize those you don’t need; and
• Recognize and manage future trends that may mean opportunities.

Professionals in a marketing or sales function and entrepreneurs who want a better understanding of how to market products in a systematic manner. Non-marketing professionals may take this course to gain a competitive advantage in their respective business function.

I.    Marketing 101 - “Open Your Eyes” - New trends, the internet

II.   Strategic Marketing  Planning and Research

• Understanding consumer behavior - “How people get hooked”
• Market segmentation, targeting, positioning (STP)
• Situation / business environment analysis - “Finding our place”

III.  Tactical Marketing: Sellers’ 4Ps / Consumers’ 4As

• Product and acceptability - “Be satisfied”
• Price and affordability - “Value or status”
• Place and accessibility - “Omnipresence”
• Promotion and Awareness - “Intimacy and Customer Loyalty”

 IV.  Integration / Managing the Marketing Mix

 VI.  Presentation of Mini Marketing Plans

is the CCE Marketing Program Director. He brings with him 19 yrs of experience as an international footwear marketer having worked with major Italian (Cebo Italia) and German (Far East Grohmann Footwear H.K.) shoe making and trading companies buying from Vietnam, Thailand and China exporting to Europe since 1987. He has managed product development, merchandising, production, and sales in all these business endeavors.

"The course gave a clear and good understanding about marketing and its application." - Dr. Jeffrey Domino Specialist Surgeon, St. Luke's Medical Center