Course in Understanding Marketing Fundamentals for Non-Specialists

Understanding Marketing Fundamentals for Non-Specialists course is a vital step for professionals who wish to grasp the basic marketing concepts that influence organizational success—without requiring a formal academic background in marketing. In today’s fast-moving business environment, marketing is no longer a task limited to one department; it is an integrated element of every function within the organization.
This program, offered by Geneve Institute of Business Management, aims to empower individuals across various departments to understand marketing in a simplified, accessible manner, enabling them to connect marketing principles to their roles and contribute meaningfully to the institution’s growth and brand positioning.

Target Audience:

• Employees from non-marketing departments who aim to understand how their roles can support and align with overall marketing strategies.

• Administrative and operational professionals who wish to improve collaboration with marketing teams.

• Specialists in finance, legal, HR, or procurement departments who interact with marketing outputs or contribute to organizational image.

• Customer-facing staff seeking to better represent their institution with an understanding of core marketing values.

• Entrepreneurs or technical managers who need a broader view of how marketing functions in driving customer engagement and business results.

Objectives:

• Introduce participants to key marketing concepts in a clear, practical, and easy-to-grasp format.

• Emphasize the strategic role of marketing in shaping an organization’s visibility, positioning, and value delivery.

• Enable non-specialists to interpret and support marketing activities within their departments.

• Clarify the connection between cross-functional operations and marketing efforts for organizational consistency.

• Build awareness of the importance of internal and external communication in strengthening the brand’s presence.

Course Outline:

• Introduction to Marketing and Its Role in Organizations

  • Defining marketing in simple, relatable terms.

  • Differentiating marketing from advertising and public relations.

  • Understanding marketing's contribution to growth and competitiveness.

  • Recognizing the organization-wide impact of marketing initiatives.

• The Simplified Marketing Mix (4Ps)

  • Product: Meeting customer needs through value-driven offerings.

  • Price: Understanding value perception and pricing strategy.

  • Place: Ensuring accessibility through effective distribution.

  • Promotion: Building awareness through strategic communication.

• Understanding Consumer Behavior and Customer Needs

  • How customers make buying decisions in real-life situations.

  • Influencing factors behind consumer choices.

  • The value of feedback and listening to customer voices.

  • How non-marketing teams can influence customer experience.

• Internal Marketing and Employees as Brand Ambassadors

  • Defining internal marketing and its relevance.

  • The role of employees in shaping brand reputation.

  • Aligning employee behavior with corporate values.

  • Practical ways to engage staff in supporting marketing goals.

• Branding and Corporate Identity

  • Distinguishing between brand, logo, and corporate image.

  • The contribution of different departments to brand consistency.

  • Maintaining message alignment across all touchpoints.

  • Strengthening reputation through internal cooperation.

• Modern Marketing Channels (An Overview)

  • A basic introduction to digital marketing and social media.

  • Email marketing and media relations at a glance.

  • Choosing the right channel for the right message.

  • Understanding the basics without technical complexity.

• Cross-Departmental Coordination with Marketing

  • The impact of administrative decisions on marketing efforts.

  • Collaboration between finance and marketing in budgeting.

  • HR’s influence on internal branding and employee engagement.

  • Operational processes and their effect on customer satisfaction.

• Simple Metrics to Understand Marketing Results

  • Key terms: market share, ROI, conversion rates, etc.

  • Reading marketing reports from a non-technical perspective.

  • Shared KPIs that all departments should understand.

  • How feedback from various departments supports marketing improvement.

• Organizational Culture and Its Role in Marketing Success

  • Connecting internal values with external brand messaging.

  • How workplace culture influences customer perception.

  • Empowering employees to uphold brand reputation.

  • Promoting communication and synergy across the institution.

• Everyday Tips to Support Marketing Without Being a Marketer

  • Representing your organization positively in daily interactions.

  • Communicating professionally to reinforce brand trust.

  • Recognizing day-to-day opportunities for informal marketing.

  • Developing marketing awareness without formal training.