Marketing for non marketing managers

Marketing for non-marketing managers provides the knowledge and skills required to identify marketing problems, evaluation of the alternative solutions and to workout the decision-making of the multiple options presented to us when we evaluate a situation.

Commercial and marketing strategies

• Pull and push strategies.
• Drawing up a SWOT analysis and Cross-impact Matrix

Market research tools

• Quantitative market research techniques.
• Qualitative market research techniques.

Product Policy

• New product launches.
• The value of the brand.
• The package as a sales element.
• Product concept.
• Extended product model.

Price policy

• Pricing, penetration and cream-skimming strategies.
• Influence factors.
• Discounts, bonuses, volume discounts.
• How do you calculate price.

Distribution policy

• Channels.
• Points of sale.
• Merchandising.
• Channel marketing.

Communication policy

• Communication Strategies.
• Media planning.
• Promotion.
• Public Relations.
• Advertising.

Sales policy

• Setting sales objectives.
• Planning the sales campaign.
• Organising the sales network.
• Control of commercial activity, sales budget control, product portfolio control, sales-rep team control.
• Motivation and commercial remuneration.

Commercial finance

• Financial discounts.
• The operating account and its application to the marketing and sales area.