Programme Content
Day 1: Understanding Marketing and Leadership for Non-Marketers
Session 1: Marketing Essentials for Non-Marketing Professionals (9:00 AM -10:30 AM)
Key principles of marketing: Value creation, segmentation, targeting, and positioning.
The role of non-marketing functions in delivering marketing success.
Session 2: Internal Marketing and Leadership (10:45 AM - 12:15 PM)
Building cross-functional collaboration through leadership.
Role of internal marketing in driving employee engagement and alignment.
Case studies on leadership-driven marketing initiatives.
Session 3: Leadership Workshop: Fostering a Marketing Culture (1:15 PM - 3:15 PM)
Simulations on leading cross-functional teams for marketing success.
Group activity: Designing an internal marketing initiative.
Session 4: Ethical Leadership in Marketing Decision-Making (3:30 PM - 5:00 PM)
Balancing ethical considerations with strategic objectives.
Discussing real-world challenges in cross-functional marketing alignment.
Day 2: Economics for Marketing and Decision-Making
Session 1: Economic Foundations of Marketing (9:00 AM - 10:30 AM)
Consumer behavior and decision-making drivers.
Pricing strategies and demand analysis.
Session 2: Financial and Economic Evaluation of Marketing Decisions (10:45 AM - 12:15 PM)
Understanding marketing ROI and cost-benefit analysis.
Workshop: Evaluating the economic impact of a marketing initiative.
Session 3: Behavioral Economics for Non-Marketers (1:15 PM - 3:15 PM)
Influencing internal and external stakeholders through behavioral insights.
Examples of applying behavioral economics to marketing and operations.
Session 4: Case Study Discussion: Cross-Functional Economic Decisions (3:30 PM - 5:00 PM)
Group analysis of a real-world scenario integrating marketing and economics.
Day 3: Operations, Strategy, and Implementation
Session 1: Aligning Operations with Marketing Strategy (9:00 AM - 10:30 AM)
Role of operations in delivering superior customer experiences.
Case examples of operational alignment with marketing goals.
Session 2: Process Design for Marketing Success (10:45 AM - 12:15 PM)
Using operational efficiency to enhance marketing outcomes.
Workshop: Designing processes to support marketing initiatives.
Session 3: Strategic Leadership and Implementation (1:15 PM - 3:15 PM)
Leadership strategies for implementing marketing initiatives across teams.
Group project: Developing a marketing plan with economic and operational alignment.
Session 4: Project Presentations and Feedback (3:30 PM - 5:00 PM)
Participant presentations of their marketing plans.
Feedback from faculty and peers.
Closing remarks and certificate distribution.
