Marketing for Non-Marketers


Would you like to work with your marketing team more effectively?

Do you intend to learn more about the specifics of this area of expertise?

Or maybe your goal is the integration of the work learned?

This workshop is a good start to demolish the myths and stereotypical approach to marketing. It is also very effective training to build maturity in your approach to integrated work.


Participants will learn how modern organizations define objectives and marketing goals. What this discipline of knowledge is and how it is translated into conditions within the infrastructure of a company. Our training will broaden your knowledge by simplifying responses to a number of interesting questions:

Is marketing a source of cost or savings?

What is common and what divides marketing with other departments in the organization?

How can you recognize a good marketer?

Why to enter into the customer’s shoes?

Who should be loved, a consumer or a product?

Why does a product need an added value?

The training is designed primarily for all persons working with the marketing department, who would like to better understand and deepen their knowledge about the mechanism and basic operation methods in this area. The training is in particular dedicated to the management, R&D department, sales department, purchasing department, quality department and manufacturing employees.



Theoretical Part

  • The importance and transformation of marketing in nowadays organizations
  • Practical feedback on effective communication with marketing
  • The key skills of good marketers
  • Marketing strategy – objectives, key elements and benefits for the organization
  • Segmentation and analysis of the needs and expectations of customers
  • Construction of competitive advantage

Practical Part

  • The method of analysis of consumer – The Empathy Map
  • Ways of defining and communicating product’s traits
  • Learning the basics of product’s brief – as a tool for internal communication and a source of conceptual assumptions
10:00 - 11:0010:00 - 11:00

Marketing. The cost, investment potential or a source of the savings?

  •         The role and meaning in a modern organization
  •         Types of the marketing activities

One’s point of view depends on the point where one sits. Is more connecting or dividing us?

  •         Invisible walls between Marketing, R&D and the Sale Departments
  •         The effective dialogue and efficient communication

Good marketing specialists. How can you recognize them?

  •         5 basic skills of a good marketing specialist
  •         3 features valued the most by cooperating departments
11:00 - 11:0511:00 - 11:05


11:05 - 12:0011:05 - 12:00

Marketing strategy. How does Power Point relate to life?

  •         Goals and key elements
  •         Benefits to the organization

Entering the shoes of the customer. Why to do it?

  •         Defining your target group
  •         Holy Grail of marketing specialists
  •         A map of Empathy (workshop)
12:00 - 13:0012:00 - 13:00


13:00 - 14:0013:00 - 14:00

Centre of attention. To love the consumer or the product?

  •         The analysis of the needs and expectations
  •         Customer segmentation

Influential marketing instruments. What to choose?

  •         Marketing-mix
  •         Selection of the appropriate method and marketing tools
14:00 - 15:2514:00 - 15:25

On the construction site of gaining a competitive advantage. How to stand out?

  •         Law of perception
  •         Law of resources

Value added. What purpose does it serve? How to define it?

  •         USP, RTB
  •         Communication of characteristics (workshop)

Chasing reality. What new transformations is marketing undertaking?

  •         Marketing 1.0, 2.0 and 3.0
  •         Digital transformation
15:25 - 15:3015:25 - 15:30


15:30 - 16:0015:30 - 16:00

Marketing myths. What is not worth believing?

  •         5 most popular misbeliefs

From the perspective of cooperating departments. What should you ask your marketing team about?

  •         5 leading questions
  •         Brief product (workshop)

Learn about the registration conditions and fill out the application form:



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8-15 people

This workshop is led in Polish for now (but soon as well it will be available in English).


1 day