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

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