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One Day Marketing for Non-­‐Marketers workshop Course Aims This course is targeted at individuals seeking to understand the core marketing concepts and their relevance to both the GÉANT Project and NREN Marketing activities. The workshop is particularly suited to both product development and management staff and also marketing staff wishing to strengthen their product marketing and marketing strategy skills. Course Outline The course will combine both presentation/seminar sessions and practical workshop activities designed to introduce the full range of marketing concepts. The focus will be on marketing through distribution channels and the need to market and demonstrate value add throughout the marketing process. Course Elements 1) What is Marketing? What do we mean by marketing? Marketing as more than PR and Brochures. How marketing fits into the product management lifecycle and drives strategy a. Market Communications – moving towards two way communications 2) Market Research, customer, competitor and scoping 3) Marketing Technology a. Moving from Feature Marketing to Benefits Marketing and “Impacts” Marketing [workshop] 4) Distribution Marketing a. How GÉANT and NRENs reach users through a distribution channel b. When buyers become sellers and sellers become buyers 5) Value Chain Marketing a. How each element of the distribution chain adds value b. Identifying value add opportunities c. Communicating value add propositions [Workshop] 6) Summary and wrap up