Overview

Marketing for Non-Marketing Professionals (15 Hours) REGISTER

Online and Face-to-Face in London
6th -8th November 2026

Part One (Marketing Concepts and Theories) 3 Hours
Part Two (Marketing Mix) 6 Hours
Part Three (Digital and International Marketing and Marketing Research) 6 Hours

Delivered by Professor Allam Ahmed
Fellow (FCIM) and Chartered Marketer (CM) of the Chartered Institute of Marketing, UK
Fellow (FAWB) Academy of World Business, Marketing and Management Development, Australia
Fellow (FFPH) Faculty of Public Health, UK
Listed in the Who’s Who in the World 2009-2021; 2021 Who’s Who in the World Lifetime Achievement Award; Who’s Who in Finance and Business 2009/2010; Who’s Who in America 2012-2014 published by Marquis Who’s Who, USA.

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!

Some of you may have studied marketing before; for others it may be your first introduction to the subject. Whichever it is we hope the experience is a satisfying one and develops your interest in marketing. We look forward to working with you to be able to market yourself and your organisation more profitably for the future of your business and attract more customers. We hope the masterclass will be a pleasurable and delightful learning adventure and you enjoy the masterclass and find it a stimulating and rewarding experience.

The broad aim of this three-day intensive and interactive masterclass has been designed in such a way that the learner will be able to master all important principles and concepts that non-marketing professionals need to know to engage and satisfy their customers and other stakeholders in their organisations. The 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.

This masterclass is designed to help professionals develop an appreciation of the role of marketing and the management of marketing functions in the modern organisation. We will explore ‘Marketing’ in its various forms: as a management function, a managerial process and a business philosophy that places the customer at the core of the organisation.

The masterclass will introduce all professionals to the theories, concepts, models, techniques and current best-practices for developing and implementing marketing strategies and actions. Marketing decision-making should not take place in a vacuum. None-marketing 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: the product/service offering and customer service, communications, pricing and channels.

This masterclass will also provide coverage of the new marketing technologies that are revolutionising the way companies bring value to their customers such as direct and on-line marketing. The masterclass will help none-marketing professionals to practice various marketing techniques building your own website with strong SEO tools to be ranked high in most relevant industry/business directories and platforms, use of social medial with 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 organisation marketing strategy.

Finally, all participants will be provided with a wide range of important topics such as environmental sustainability and management, diversity, levels of marketing segmentation, international marketing and socially responsible marketing.

Related Sustainable Development Goals

Related Courses

Location

London Institute of Sustainable Development (LISD), London, United Kingdom

Get Directions

Country/Regions

UK
Europe

Social Networks

Bio

Allam is a Transformative Leader with a track record and reputation of almost 30 years in the UK and across the world, particularly in Africa and the MENA region. He is a Fellow (FCIM) and Chartered Marketer of the Chartered Institute of Marketing, UK; Fellow (FAWB) Academy of World Business, Marketing and Management Development, Australia; Fellow (FFPH) Faculty of Public Health, UK; PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University 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.

Allam is a Professor of Knowledge Management and Sustainable Development; Founder World Association for Sustainable Development; London Institute of Sustainable Development; SDGs Universities International Initiative; Middle Eastern Knowledge Economy Institute and the International Diaspora Initiative/Sudan Knowledge; and early 2022, he joint Queen Mary University of London (QMUL) Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at the Global Policy Institute. Prior to QMUL, Allam spent 15 years at the University of Sussex Science Policy Research Unit where he established and led Sussex’s most successful postgraduate programme MSc International Management. He was also the Co-Director Centre for Islamic Finance, Law and Communities (CIFLAC), Royal Docks School of Business and Law, University of East London, UK. He also have a wide variety of teaching experiences at Edinburgh Napier University Business School; University of Edinburgh School of Economics; University of Leicester Centre for Labour Market Studies as well as international working experience at Regents University London; Schiller International University London; Amity Business School India; and the University of Khartoum Sudan.

In the period 2009-2011, Professor Ahmed led the Government of Abu Dhabi major and first of its kind in the UAE and MENA region Knowledge Management Framework (Musharaka). Musharaka was rated Excellent after extensive review and scrutiny by the Abu Dhabi Government Award for Excellence office and presented before the General Secretariat of the Executive Council as a model for the entire UAE.

Related Sustainable Development Goals

Related Courses

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 knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies, market planning and control.
Develop the skills to critically analyse marketing situations facing organisations including marketing communication and sales strategy.
Gain understanding of marketing decision options and refines decision-making and analytical skills.
Develop skills relating to marketing research and defending and justifying marketing case study analyses.
Understand other issues relating to marketing such as environmental consideration, ethics, legal, etc.
Demonstrate in-depth understanding of marketing functions and to critically review and explain, with reference to case-based and real-life examples, the role that marketing plays in achieving organisational success.
Explain the challenges facing marketing decision-makers in the modern organisation, and to characterize and discuss the responses that are appropriate in a national and international context.
Critically analyse the complexity of the competitive environment and to interpret its impacts on marketing decisions and activities.
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.

Benefits for Employers

Understanding the potential of marketing for your organisation in terms of attracting new patients as well as improving connection, engagements, loyalty and retention of customers.
At the end of the masterclass participants should have acquired comprehensive knowledge and practical experience about marketing in alignment with their needs and capabilities. Organisations will be able to receive more new referrals and increase their sales and customers' satisfaction.
During the masterclass, participants should be able to practice various marketing techniques (mostly online) such as building your own website with strong SEO tools to be ranked high in most relevant industry/business directories and platforms, use of social media with 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 organisation marketing strategy.
After completion of the masterclass, participants (supported by their tutor) will be able to write a report describing what they have learnt and what is particularly relevant to their organisations. 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.

Programme Structure

In addition to several other resources, the masterclass main text book is "Marketing: An Introduction", 15th Global Edition by Professor Philip Kotler.

For each session in the programme, there is an activity or set of activities. These are designed to help you engage with the introduction to the theories explored within the masterclass, 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 masterclass 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 masterclass. 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.

Masterclass Structure

Part One
Concepts and Theories

3

Hours

1

Introduction

Foundations

Define marketing and the marketing process.
Understanding customers, marketplace and core marketplace concepts.
Customer relationship management — value for customers.
Understanding the global marketplace and key approaches to entering international markets.
Major international trends and forces post Covid-19.

2

Segmentation and Positioning

Strategy

Market segmentation, market targeting, differentiation, and market positioning.
Segmenting consumer and business markets.
Attractive market segments and target marketing strategy.
Positioning for maximum competitive advantage in the marketplace.

3

Product, Services and Branding Strategy

Offering

Understanding the product: core, actual, and augmented product.
Classifications of products.
Product lines and product mixes.
Understanding the nature and special characteristics of services.
Additional marketing considerations for services.
Marketing strategies for service differentiation, quality and productivity.
Branding strategy — building and managing brands.
Discuss additional branding issues with respect to socially responsible brand decisions and international marketing.

Masterclass Structure

Part Two
Marketing Mix

6

Hours

1

Pricing

Value Exchange

Understanding pricing and customer value perceptions when setting prices.
Importance of company and product costs in setting prices.
Important internal and external factors affecting pricing decisions.
Major strategies for pricing new products.
Role of prices on profit maximisation.
Prices adjustment for different customer and market situations.
Key issues to initiate and respond to price changes.

2

Promotion

Communication

Advertising.
Public relations.
Personal selling and sales promotion.
Creating value and building customer relationships.
Major sales force management steps.
Successful sales promotion campaigns and budget.
Effective marketing communications.

3

Marketing Channels

Distribution

Understanding the functions and performance of marketing channels.
Interaction and organisation between channel members.
Major channel alternatives to select, motivate, and evaluate channel members.
Role of retailers and wholesalers in the distribution channel.
Importance of marketing logistics and integrated supply chain management.

Masterclass Structure

Part Three
Online and International Marketing and
Marketing Research

6

Hours

1

Direct and Online Marketing

Digital Strategy

Building direct customer relationships.
Understanding direct marketing and its benefits to customers and companies.
Major forms of direct marketing.
Internet and new technologies with online and digital marketing strategies.
Public policy and ethical issues by direct marketing.

2

International Marketing

Global Markets

International trade system and the company's international marketing decisions.
Key approaches to entering international markets.
Marketing mixes for international markets.
Forms of international marketing organisation.

3

Marketing Research

Market Intelligence

Understanding the importance of information to the company and to the marketplace.
Marketing information system.
Marketing research process.
Public policy and ethics issues.

Target Participants

The Masterclass covers materials for all levels from junior through to senior professionals.
Government officials: minsters, undersecretaries, directors, etc.
Private sector: CEOs, managers, and directors responsible for management or marketing of their organisations.
Experienced managers who have significant futures-oriented management responsibilities, and who are interested in reflecting on their own experience and discovering new ideas to help them marketing their organisations.
Academics including students who are interested in marketing and customer satisfaction and in being part of an engaging educational experience that explore the challenges and opportunities that face none-marketing professionals when they start their own organisations.
Youth, NGOs (voluntary) and civil society groups (public).
Professionals, SMEs, Start-ups and other stakeholders.

Facilitators

Allam is a Transformative Leader with a track record and reputation of almost 30 years in the UK and across the world, particularly in Africa and the MENA region. He is a Fellow (FCIM) and Chartered Marketer of the Chartered Institute of Marketing, UK; Fellow (FAWB) Academy of World Business, Marketing and Management Development, Australia; Fellow (FFPH) Faculty of Public Health, UK; PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University 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.

Allam is a Professor of Knowledge Management and Sustainable Development; Founder World Association for Sustainable Development; London Institute of Sustainable Development; SDGs Universities International Initiative; Middle Eastern Knowledge Economy Institute and the International Diaspora Initiative/Sudan Knowledge; and early 2022, he joint Queen Mary University of London (QMUL) Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at the Global Policy Institute. Prior to QMUL, Allam spent 15 years at the University of Sussex Science Policy Research Unit where he established and led Sussex’s most successful postgraduate programme MSc International Management. He was also the Co-Director Centre for Islamic Finance, Law and Communities (CIFLAC), Royal Docks School of Business and Law, University of East London, UK. He also have a wide variety of teaching experiences at Edinburgh Napier University Business School; University of Edinburgh School of Economics; University of Leicester Centre for Labour Market Studies as well as international working experience at Regents University London; Schiller International University London; Amity Business School India; and the University of Khartoum Sudan.

In the period 2009-2011, Professor Ahmed led the Government of Abu Dhabi major and first of its kind in the UAE and MENA region Knowledge Management Framework (Musharaka). Musharaka was rated Excellent after extensive review and scrutiny by the Abu Dhabi Government Award for Excellence office and presented before the General Secretariat of the Executive Council as a model for the entire UAE.

Allam is a Transformative Leader with a track record and reputation of almost 30 years in the UK and across the world, particularly in Africa and the MENA region. He is a Fellow (FCIM) and Chartered Marketer of the Chartered Institute of Marketing, UK; Fellow (FAWB) Academy of World Business, Marketing and Management Development, Australia; Fellow (FFPH) Faculty of Public Health, UK; PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University 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.

Allam is a Professor of Knowledge Management and Sustainable Development; Founder World Association for Sustainable Development; London Institute of Sustainable Development; SDGs Universities International Initiative; Middle Eastern Knowledge Economy Institute and the International Diaspora Initiative/Sudan Knowledge; and early 2022, he joint Queen Mary University of London (QMUL) Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at the Global Policy Institute. Prior to QMUL, Allam spent 15 years at the University of Sussex Science Policy Research Unit where he established and led Sussex’s most successful postgraduate programme MSc International Management. He was also the Co-Director Centre for Islamic Finance, Law and Communities (CIFLAC), Royal Docks School of Business and Law, University of East London, UK. He also have a wide variety of teaching experiences at Edinburgh Napier University Business School; University of Edinburgh School of Economics; University of Leicester Centre for Labour Market Studies as well as international working experience at Regents University London; Schiller International University London; Amity Business School India; and the University of Khartoum Sudan.

In the period 2009-2011, Professor Ahmed led the Government of Abu Dhabi major and first of its kind in the UAE and MENA region Knowledge Management Framework (Musharaka). Musharaka was rated Excellent after extensive review and scrutiny by the Abu Dhabi Government Award for Excellence office and presented before the General Secretariat of the Executive Council as a model for the entire UAE.

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, UK; PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University 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; Founding Director of SDGs Universities International Initiative; Middle Eastern Knowledge Economy Institute and the International Diaspora Initiative/Sudan Knowledge; and early 2022, he joint Queen Mary University of London Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at the Global Policy Institute.

Prior to Queen Mary, Professor Ahmed spent 15 years at the University of Sussex Science Policy Research Unit where he established and led Sussex’s most successful postgraduate programme MSc International Management. He also have a wide variety of teaching experiences at the University of East London Business School; Edinburgh Napier University Business School; University of Edinburgh School of Economics; University of Leicester Centre for Labour Market Studies as well as international working experience at Regents University London; Schiller International University London; Amity Business School India; and the University of Khartoum Sudan.

In the period 2009-2011, Professor Ahmed led the Government of Abu Dhabi major and first of its kind in the UAE and MENA region Knowledge Management Framework (Musharaka). Musharaka was rated Excellent after extensive review and scrutiny by the Abu Dhabi Government Award for Excellence office and presented before the General Secretariat of the Executive Council as a model for the entire UAE.

Contact Us

To register/enquire about this course and all our various comprehensive list of courses and workshops 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 Academic Director Professor Arshi Naim at: arshi@wasd.org.uk with a copy to admin@wasd.org.uk.

London Institute of Sustainable Development (LISD), London, United Kingdom

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Registration and Fees

To join the Masterclass, you can either register online on EVENTBRITE or contact WASD International Coordinator, Mrs Janet Snow: admin@wasd.org.uk.

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

Admission to all sessions online or face-to-face in London.
All overhead slides (PDF).
Case studies (PDF and video).
Copy of the workshop main textbook (additional cost).
Certificate of attendance from LISD.

Marketing for Non-Marketing Professionals

Overview

Related Sustainable Development Goals

Related Courses

Location

Country/Regions

Social Networks

Bio

Related Sustainable Development Goals

Related Courses

What will you learn

Benefits for Employers

Programme Structure

Part One
Concepts and Theories

Introduction

Segmentation and Positioning

Product, Services and Branding Strategy

Part Two
Marketing Mix

Pricing

Promotion

Marketing Channels

Part Three
Online and International Marketing and
Marketing Research

Direct and Online Marketing

International Marketing

Marketing Research

Target Participants

Facilitators

Contact Us

Registration and Fees

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Bio

Related Sustainable Development Goals

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What will you learn

Benefits for Employers

Programme Structure

Part One Concepts and Theories

Introduction

Segmentation and Positioning

Product, Services and Branding Strategy

Part Two Marketing Mix

Pricing

Promotion

Marketing Channels

Part Three Online and International Marketing and Marketing Research

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International Marketing

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Part One
Concepts and Theories

Part Two
Marketing Mix

Part Three
Online and International Marketing and
Marketing Research