About the program
The author of the training program MARKETING FOR NON MARKETERS
is Jiri Hollan. It was developed between May and December 2001.
The main impulse for its origination was Jiri´s experience with
the participation of non marketing managers in marketing management
of the company, gained in the role of executive marketing manager
and also as an independent consultant. The needs for this type
of education and the program format were cross-checked by marketing
research between top managers of approximately 50 companies and
also by following program pilot sessions. The program introduces
marketing as a company management strategy and breaks down common
oversimplifying, when marketing is understood/replaced by individual
partial activities, e.g. advertising.
The program seminars are lead as permanent discussions. Each participant
contributes by his own experience from company management by tasks
solution. Based on the degree of complexity, these tasks are solved
in the form of model exercises or case studies.
Directors, managers and executives from non-marketing departments,
responsible for finance, information technology, human resources,
logistics, sales, production, service, product research and development,
quality, etc. at the level of:
middle management (bigger companies),
top management, if they executively manage the company
Toward employers of managers
improve integrated marketing activities of the company
develop company orientation towards its customers
increase co-operation between marketing and non-marketing
Toward managers - training participants
discover dimensions of the marketing manager job
learn how to participate effectively on company marketing
confirm position of a department managed by implementing
internal marketing activities
version of the program
It is dedicated to the group of up to 12 managers from one company.
The program is delivered in the Czech language or in English.
1st day - standard program consisting of 4 modules:
1. ELEMENTARY MARKETING TERMS
2. MARKETING MANAGEMENT STRATEGIC FRAME
3. MARKET RESEARCH
4. MARKETING PLAN
2nd day - optional program, client is choosing 4
modules out of 6 available:
PRODUCT PORTFOLIO MANAGEMENT
SALES SUPPORT - TRADE MARKETING
NEW PRODUCT LAUNCH
CRM - DIALOG MARKETING
Duration of each module is approximately 90 minutes.