Course Description

Marketing for Non-Marketing Professionals

Trainer: Duncan McLachlan

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Course Dates

  • tba

Course Information

Dynamic marketing that achieves results is essential to the success of modern information services.  Marketing for Non-Marketing Professionals has been designed specifically for people who need to know and apply marketing basics effectively.  The course captures a broad understanding of marketing concepts such as market analysis, product development, value proposition, branding and campaign planning.  It also explores key marketing strategies for the 21st century and how to apply them.  Course participants work in a large discussion forum and in smaller break-out groups to focus on real-life marketing dilemmas.  The course then provides an appropriate set of tools that participants can take back to the workplace and use to improve marketing performance.  Successful campaigns will be demonstrated and the secrets of their success explained.

Outcomes

  • Ability to think strategically about marketing and where it fits into your organization?s goals
  • Ability to devise a marketing plan that is simple and to the point, sets the right goals and achieves them!
  • Awareness of what customer information you need to gather and where to get it (market analysis and strategy)
  • Knowledge of what customers actually want and how to connect their goals with yours
  • Awareness of strategies to execute 21st century style marketing campaigns and how to measure their success

Topics covered

Principles of

  • Marketing mix
  • Branding
  • Planning
  • Five 21st century marketing strategies

Actions for

  • Campaign / project planning
  • Briefing suppliers


Examples of

  • Product development, promotion, marketing plan and customer-centric system development

Who should attend?

Anyone with the words CUSTOMER or CLIENT in their position description! 
Every modern organization needs to engage with their customers at a deeper level and marketing creates that meaningful connection. This course provides a broad understanding of the marketing principles and tools that are the foundations of great promotional campaigns.

 

Duration

Full Day

Pre-Requisites

None

Full address and contact details for your venue will be sent with email course confirmations.

Course Prices

  • $556.60 (Retail)
  • $417.45 (CAVAL Members)
  • $500.94 (CAVAL Associate Members)
  • $528.77 (Subscribers)
  • $500.94 (Alia Members)

Course fees (New Zealand)
Excludes Australian GST. Payment on invoice and accepted by credit card, or cheque in Australian dollars only.

Caval Limited is an exempt company from New Zealand Non- resident Contractors Withholding Tax under the 62 day clause and the double tax agreement between Australia and New Zealand.

Course Leader


Duncan McLachlan is a future-thinking strategist, marketer and trainer; the Creative Leader of Futurecentric Ltd and the Strategic Marketing Manager at Wellington City Libraries, New Zealand. Duncan's broad knowledge base incorporates marketing, ITC, entrepreneurship, leadership and process development. He has experience across a number of sectors and in recent years has concentrated on developing new concepts in business and in national forums by coaching entrepreneurs. His work at Wellington City Libraries centres on developing the library into a market-led organisation. Duncan?s approach to library marketing has been described in feedback as 'refreshing and stimulating', and a 'unique way of thinking'. People who have been to Duncan's workshops enjoy his relaxed but focused style and use of humour.

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