4 JAN
19 MAR
11 MAY
4 JUL
7 SEP
21 NOV

Public Workshops: Cantonese with English Workbook
In-house Workshops: 社內培訓可選用粵語或普通話授課
Introduction

This interesting and insightful workshop lets you understand the mind and priority of a marketer. You will learn how the key marketing concepts and tools are being practically applied in the real world and how your work impacts these strategies. Through case sharing and real-time application through Hong Kong street visits, you will understand why some products or services are so successful and why some are ultra failures. You will understand how your role can provide better support and help achieve more from the marketing dollars spent by your organisation. At the end of the workshop, you will learn to work better with your marketing associates.



What our Participants say:

"I like the "walking the street" activity. This is a refresher workshop on marketing theories and actual applications"

... Patrick Wei, CSL Limited,
Breaking the Marketing Codes for Non-Marketing Professionals

"A very useful and inspiring workshop. I like the 5Ps and other analysis tools for marketing"

... Alice Tse, Hong Kong Vocational English Programme Unit
Breaking the Marketing Codes for Non-Marketing Professionals
Target

Non-marketing managers or supervisors in the sales, finance, customer service, HR, administration, IT, engineering, production and other functions who want an insight into  an organisation’s overall marketing strategy and to add value to its success


What You Will Cover
  1. 5Ps – insights from the Battlefield
  2. 5Ps in Action (product life cycle, growth matrix, market segmentation, product mix)
  3. Analysis tools (PEST, Porter’s 5 Forces, market share analysis, consumer profiling, SWOT)
  4. TOP of the “Mind” in Customers + “Customers”
  5. Marketing – Can You Measure the Impact 100%?
  6. Law of Leadership
  7. The Law of Focus - packaging, advertising, channel marketing, direct marketing, CRM
  8. Case 1: Cat vs Fridge – Testing your marketing instinct
  9. Case 2: Challenge to the Leader – Improve or Develop
  10. Activity 3: Research through “Walking the Hong Kong Streets”
About the facilitator

Ms Kan has over 20 years of experience in all aspects of marketing in Greater China and Asia Pacific. She was in retail management, merchandising, marketing, business development, new market entry and competitive acquisition with leading brands like 7-Eleven, Nestle, Perrier, PepsiCo, Polaroid and Van Houten. In her numerous roles as Director for Merchandizing, Marketing and Business Development for 7-Eleven, she was responsible for mapping the store network expansion strategy, store format revitalisation, brand revamp, promotion innovation and private label brand  development in Hong Kong and Macau. She was amongst the first to introduce various forms of loyalty programs and convenience shopping, such as Octopus card add-value services and bill payments, to retail customers. She was also among the early birds to build international brands in China when brand marketing was in its infantile stage. She was the first to put the face of celebrities on Pepsi cans and made packaging a marketing tool. She was also instrumental in developing the right brand attitude for Mountain Dew, starting from the right brand name in Chinese, to gain market share points in new and matured markets by flanking competitions.



WorldBridge Training Centre, 200 Lockhart Road, 13/F Tung Sun Commercial Centre (3 mins walk from Wanchai MTR)
9:00am to 5:00pm Lunch and
two teas included 		HK$2,199
per participant 		Discounted price of HK$1,999 per participant for enrolment one month before date of workshop or for groups of two or more