Strategic Marketing for Non-Marketing Professionals

Created by LEC Team
Last updated Mon, 27-Mar-2023
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They will certainly need to comprehend Porter's 5 affordable pressures model. They will certainly need to be completely acquainted with the marketing mix and just how rate strategies are utilized to enhance the profitability of the business. They will require to be conversant with the AIDA, DAGMAR, and also Development Share Versions. They will certainly need to understand item market methods and how the item life process runs.

Vital note: all Bookboon courses are, merely, straight to the point. It indicates that they are away from any kind of theory & padding. The product is composed of experts as opposed to researchers or scientists.

Course Goals of Advertising FOR THE NON-MARKETING MANAGER


  • Intro to the advertising for a nonmarketing manager
  • Understanding the advertising and marketing models and also methods
  • The advertising division and the basis of the family life cycle
  • Practical for the division's success
  • Concierge's five affordable forces
  • Advertising models AIDA and DAGMAR


Day 1
Day 1

  • Marketing models & techniques

  • Marketing segmentation

  • Segmenting on the basis of the family life cycle

  • Using the product diffusion curve for segmentation



Day 2
Day 2

  • Positioning

  • Specific types of positioning

  • Why segmentation is sometimes not successful

  • Practical guidance for segmentation success



Day 3
Day 3

  • Porter’s five competitive forces

  • Marketing mix

  • Pricing

  • Price strategies

  • Communication and sales promotion

  • Packaging



Day 4
Day 4

  • Stages in designing communications strategies

  • Advertising

  • AIDA model

  • DAGMAR Model

  • Branding

  • Growth share matrix



Day 5
Day 5
  • Benefits versus features

  • Product market strategies

  • The product life cycle

  • Criticisms of the product life cycle

  • Test marketing


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