Marketing for Non-Marketing Managers

Cambridge Judge Business School

Marketing

About Programme

Marketing is critical to any organisation and it is important that all aspiring leaders must have a good understanding of the role marketing plays in customer success and business operations.

Marketing is not just advertising; it’s a sophisticated discipline that in many ways drives organisational philosophy. Marketing places the customer at the centre of an organisation’s strategy and drives its decisions and processes.

Aspiring business leaders need a clear understanding of marketing – great brands take time to build and continued effort to protect and develop.

Programme Content

Module 1: Introduction to marketing and strategic planning

Explain the true nature of marketing and debunk the myths.

Develop strategic foresight, responding to disruptive shifts and obtaining consumer insights.

Module 2: Positioning

Discuss the role of pricing in your marketing strategy and the relationship between customer value and price.

Describe a variety of monetisation strategies.

Module 3: Segmentation, product strategy and targeting

Explore how to identify your potential customers, segment them by value potential and establish how to a create value proposition for each target segment.

Apply the 4 design principles of a product, explore differentiation and category innovation.

Module 4: SEO and SEM for effective marketing campaigns

Optimising SEO and SEM together to grow traffic and drive success and competitive advantage.

Explore different approaches to acquisition, activation, retention, referral and revenue.

Module 5: Rethinking the customer journey in the digital era

Rethinking the shape of your teams, tools, processes and acting on feedback.

Content marketing is key to your digital marketing strategy – videos, podcasts, e-books or blogs; identifying the key formats is critical.

Module 6: The future of marketing

Explore the role of Generative Artificial Intelligence and digital content in future marketing.

Programme Audience

Non-marketeers and aspiring marketeers in a non-marketing role seeking a clear understanding of marketing strategy.

Executives, in any function, who are interested in the importance of a customer-centric approach to marketing.

Product designers or managers looking to understand more about customer motivations and bringing winning-products to the market.

Programme Benefits

Benefits for you and your organisation

Over the 3 days of this fast-paced and practical programme, you will:

understand the fundamental elements of the strategic marketing plan

be able to interpret segmentation and targeting profiles and associated data

explain the relationships between customer value and price in relation to positioning

define the 3 Branding Ps

explain the differences between cost, value and competition-based pricing

describe the 4 design principles of a product

understand the main types of customer journeys

identify a digital marketing framework relevant to your organisation

understand the difference between SEO and SEM and explain how they should work together

explain the use of Generative Artificial Intelligence in the creation of marketing content

Testimonials

"This 3-day marketing open programme covers the key topics in marketing, such as marketing strategic planning, segmentation, targeting and positioning, product strategies, pricing strategies, branding strategies, customer journey and digital marketing. it is aimed at business executives who are non-marketers but acutely aware of the importance of marketing in driving sustainable growth and profitability for organisations. In the digital era, marketing is no longer just about communication and promotion, but an ongoing organisational process that ensures the value created by various departments collectively within an organisation precisely addresses the right problem faced by the target customers. Aspiring business leaders need to deeply understand the new roles and functions played by marketing in this new era in order to truly win customers hearts and minds, and therefore lay the foundation for their organisations long-term success."

Anonymous

"Dr Eden Yin it was an honour to hear your thoughts, some of which I will implement once I am back. Thank you for providing the fundamental paradigm shift (much required) in my product-centric approach to a more value and big data driven approach. It was amazing."

Anonymous

Testimonial Source

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Contact us for the further details

Speak with an Advisor

Pedagogy (case method, experiential learning, coaching, simulations)
Programme Objective

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Cambridge Judge Business School

Executive Education Office

Adriana Baciu

+44 (0)7759 130560

[email protected]

https://www.jbs.cam.ac.uk

Cambridge, UK

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