Fundamentals of Marketing

As a manager, understanding marketing is essential, even if it is not your direct responsibility. Marketing plays a pivotal role in driving business strategy, customer engagement, and overall company performance. By gaining a solid grasp of marketing principles, you’ll better collaborate with your marketing colleagues and align efforts across departments. This knowledge allows you to make informed decisions that support business objectives, ensuring that your team's work contributes effectively to the broader company strategy and its growth.

John Branch teaches marketing and international business courses at the undergraduate, MBA, and executive levels at the Stephen M. Ross School of Business at the University of Michigan (USA). He has also served as Director of Educational Outreach at the University’s William Davidson Institute, which focuses on business in emerging economies. Professor Branch has also served as an adjunct or visiting professor at more than 50 business schools throughout the world and was a visiting scholar at Queen Elizabeth House of the University of Oxford and at the Kellogg School of Management of Northwestern University. He has conducted management training in numerous international companies including British American Tobacco, British Telecom, Mercedes Benz, Oracle, Coca-Cola, Michelin, Ericsson, and Nestlé.

This course is designed for managers across all functions who are interested in understanding the fundamentals of marketing and how it integrates with broader business strategy. Whether you directly manage marketing activities or collaborate with marketing teams, this course will help you gain valuable insights into the marketing process. You will learn how marketing strategies contribute to overall business goals and performance, enhancing your ability to align marketing efforts with your team’s objectives and the company’s success.

This course covers the fundamentals of marketing in a highly interactive and engaging way. You will explore key marketing concepts, strategies, and tactics, and learn how to apply them effectively within your organization. By the end of the course, you'll have a clear understanding of what marketing is, how it works, and how it plays a crucial role in driving business success—ready to explain it confidently at any time of the day.

• Gain a solid understanding of marketing fundamentals and how they integrate with overall business strategy.
• Learn to effectively communicate marketing concepts and strategies within your organization.
• Understand how marketing decisions impact business performance and contribute to organizational success.
• Develop the ability to evaluate and implement marketing tactics that drive growth and customer engagement.
• Enhance your leadership skills by gaining a deeper understanding of the role of marketing in team collaboration and cross-functional alignment.

• Improved alignment between marketing strategy and overall business goals, driving unified efforts across departments.
• Enhanced ability to make informed decisions about marketing investments and prioritize strategic initiatives that support growth.
• Better cross-departmental collaboration, as managers will understand how marketing influences and supports other business functions.
• Strengthened leadership within teams, with managers who can communicate the importance of marketing as a core driver of business success.
• Increased efficiency in strategy execution, as marketing efforts are aligned with the company’s long-term vision and strategic objectives.

EUR 1500 + VAT