Overview

Marketing for Non-Marketing Professionals
(Doctors - Engineers - Layers - Accountants) REGISTER

Two Days Course Friday 1st - Saturday 2nd December 2023 (09:00 - 17:00)
London - United Kingdom Face-to-Face and Online

Delivered by Professor Allam Ahmed

Fellow (FCIM) and Chartered Marketer (CM)
Chartered Institute of Marketing (CIM), UK

Fellow (FFPH)
Faculty of Public Health (FPH), UK

Fellow (FAWB)
Academy of World Business, Marketing and Management Development (AWBMMD) Australia

Certificate from Queen Mary University of London

Marketing and communication are paramount to differentiate any skillset to create new opportunities in a competitive global market. Many businesses such as healthcare, engineering, legal firms, accountancy and other businesses are service oriented, they largely depends upon the employee’s interaction with their customers. The business team need to understand the business environment to customise its services to meet the needs of its target customers, overcome challenges, competition and to strike a balance between customer satisfaction and revenue production. This balance can only be accomplished by understanding these different businesses service marketing!

The broad aim of this two-day interactive course has been designed in such a way that the learner will be able to master the following marketing objectives:

Different professionals will familiarise themselves with the components of market analysis and strategy development with respect to the organisation, its customers, competitors and collaborators. There will be more in-depth coverage of marketing implementation and control issues through the concept of the integrated marketing mix particularly the product/service offering and customer service and communications.
Help professionals to practice various marketing skills and techniques.
Different professionals will also be provided with a wide range of important topics such as management, diversity, levels of marketing segmentation, international marketing and socially responsible marketing.

Related Sustainable Development Goals

Related Courses

Location

London, Greater London, England, United Kingdom

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Country/Regions

Europe
UK

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Professor Allam Ahmed is a Fellow (FCIM) and Chartered Marketer of the Chartered Institute of Marketing (CIM), UK; Fellow (FAWB) Academy of World Business, Marketing and Management Development (AWBMAMD), Australia; Fellow (FFPH) Faculty of Public Health (FPH), UK; PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University (RAU) Scholarship and Prestigious Book Prize for Best MSc/MBA Dissertation; Listed in the Who’s Who in the World 2009-2021 and 2021 Who’s Who in the World Lifetime Achievement Award, Who’s Who in Finance and Business 2009/2010 and Who’s Who in America 2012-2014 published by Marquis Who’s Who, USA. He is a Professor of Knowledge Management and Sustainable Development; Founding President of World Association for Sustainable Development (WASD) (2003); Founding Director of SDGs Universities International Initiative (SDGsUNI) (2020) Founding Director of Middle Eastern Knowledge Economy Institute (MEKEI) (2012); Founder of the International Diaspora Initiative/Sudan Knowledge (SK) (2008); and early 2022, Professor Ahmed joint Queen Mary University of London Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at Queen Mary University of London Global Policy Institute. Prior to Queen Mary, Professor Ahmed spent 15 years (2004-2019) at the University of Sussex where he established and led Sussex’s most successful postgraduate programme MSc International Management.

Contact Us

To register/enquire about this course and all our various comprehensive list of courses and workshops, please contact us (admin@wasd.org.uk) and if you have any question and/or if you would like to request a training workshop/program not listed in our portfolio please contact our training coordinator Janet Snow at: janet.snow@wasd.org.uk.

Registration and Fees

Included in the course fee, the following learning materials will be provided:

Admission to all sessions including all coffee/tea breaks and lunches.
All overhead slides (PDF).
Case studies (print and video).
Certificate from Queen Mary University of London and WASD.

What will you learn

As a management function, marketing’s role is to scan the customer and competitor environment, proactively seeking opportunities and ways to cost-effectively respond to those opportunities. The impact of marketing and the contribution of marketing to organisational performance in the dynamic, globally competitive markets of today will be addressed in the course.
Today's markets are characterised by rapidly changing customers' wants, accelerating pace of technological advances, and intensifying competition, presenting major challenges for both incumbent and upstart enterprises alike. For most organisations, marketing is a major determinant of success.
Develop the skills to critically analyse marketing situations facing organisations including marketing communication.
Gain understanding of marketing decision options and refines decision-making and analytical skills.
Critically appraise and draw selectively from, the toolkit of marketing concepts and analytical tools, in order to formulate marketing plans, including marketing strategies and appropriate marketing mix policies.
Critically evaluate marketing problems including case-study materials, and justify proposals for marketing plans and actions, which are suitable for board level discussion.

Program Structure

For each session there is an activity or set of activities. These are designed to help you engage with the introduction to the theories explored within the course, in many cases, to ask you to apply these points to your job. You are encouraged to complete each set of activities before moving on to the next session.
Your tutor will be on hand to guide you through the course and will expect you to bring to bear personal experience and reflection on the topics covered.
If you have difficulty with any of the points in the session or any of the activities, you are advised to discuss these with your tutors and fellow participants. Don’t forget that your work colleagues and managers will be a good source of information about your industry and, of course, your tutor will be on hand to guide you through the course.
Teamwork is necessary for participants to engage in the course. Participants are required to form teams of at least two members each. Working as a team allows participants to contribute to effectively to the course and provide a channel to participate in exchanging and sharing ideas and to report their findings to each other.

Programme Day One

09:00 - 09:15 Arrival Refreshments and Networking

09:15 - 10:45 Session (1)

Introduction to the course and marketing.
Understand marketing and the marketing process.
Understanding customers, marketplace and core marketplace concepts.

10:45 - 11:00 Tea/Coffee Break and Networking

11:00 - 12:30 Session (2)

Market segmentation.
Market targeting, differentiation, and market positioning.
Attractive market segments and target marketing strategy.

12:30 - 13:30 Lunch Break and Networking

13:30 - 15:00 Session (3)

Understanding the product: core, actual, and augmented product.
Classifications of products.
Product lines and product mixes.

15:00 - 15:15 Tea/Coffee Break and Networking

15:15 - 16:45 Session (4)

Understanding the nature and special characteristics of services.
Marketing strategies for service differentiation, quality and productivity.
Branding strategy - building and managing brands.

16:45 - 17:00 Tea/Coffee Break and Networking

END OF DAY ONE

Programme Day Two

09:00 - 09:15 Arrival Refreshments, networking and reflection on day one

09:15 - 10:45 Session (5)

Understanding pricing and customer value perceptions when setting prices.
Important internal and external factors affecting pricing decisions.
Major strategies for pricing new products.

10:45 - 11:00 Tea/Coffee Break and Networking

11:00 - 12:30 Session (6)

Creating value and building customer relationships.
Effective marketing communications.
Reflection and next steps.

12:30 - 13:30 Lunch Break and Networking

13:30 - 15:00 Session (7)

Understanding direct marketing and its benefits to customers and companies.
Major forms of direct marketing and building direct customer relationships.
Internet and new technologies with online and digital marketing strategies.

15:00 - 15:15 Tea/Coffee Break and Networking

15:15 - 16:45 Session (8)

Understanding the importance of information to the company to and the marketplace.
Marketing information system.
Marketing research process.

16:45 - 17:00 Tea/Coffee Break and Networking

END OF COURSE

Target Participants

The course covers materials for all levels from junior through to senior professionals in all non-marketing services such as healthcare (pharmaceutical industry, allied healthcare services, etc), engineering services including medical equipment manufacturers, legal firms, accountancy services, research organisation, tourism, and others.
Experienced managers in all services and/or government officials (minsters, undersecretaries, directors, etc) who have significant futures-oriented management responsibilities, and who are interested in reflecting on their own experience and discovering new ideas.
Clinicians: medical, nursing, pharmacists, psychologists, social workers, and paramedical workers.
Services Associated Professionals: operation managers, administrators, human resource managers, quality and safety teams, and research staff.
Senior professionals in the different services.
Junior professionals embarking on career planning.
Private sector: CEOs, managers, and directors responsible for transformation, project, programme, performance, excellence, knowledge, innovation or change management.
Academics including vice chancellors, deans, heads of departments, researchers and students who are interested in marketing and in being part of an engaging educational experience that explore the challenges and opportunities that face organisations.
Biotechnicians and IT analytics.
Public health policy makers.
Hospital executives.
Pharmaceutical sales representative.
Medical procurement personals including medical devices and product managers.
Research and develop program managers.
Youth, NGOs (voluntary) and civil society groups (public).
Professionals, SMEs, Start-ups and other stakeholders.

Benefits for Employers

At the end of the course participants should have acquired comprehensive knowledge and practical experience about marketing in alignment with their needs and capabilities. Non-marketing professionals will be able to receive more new referrals and increase their sales and customers' satisfaction.
During the course, participants should be able to practice various marketing skills and techniques such as more attractive contents and customers' reviews and regular blogging and most importantly be able to help your organisation to select and employ a professional marketer to implement the business marketing strategy.
After completion of the course, participants (supported by their tutor) will be able to write a report describing what they have learnt and what is particularly relevant to their businesses. They will be given the choice to focus on one single perspective or to build a hybrid model that will help their employers to achieve their marketing strategic and tactical goals. This will help reassure the employers of the benefits of the programme and help consolidate managers’ understanding.

Marketing for Non-Marketing Professionals

Overview

Related Sustainable Development Goals

Related Courses

Location

Country/Regions

Social Networks

Contact Us

Registration and Fees

What will you learn

Program Structure

Programme Day One

Programme Day Two

Target Participants

Benefits for Employers

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