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Description

Marketing for Non-Marketers: Decode, Engage and Contribute to Decisions

Understand marketing vocabulary and logic in order to work effectively with marketing teams

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Attending a marketing meeting without mastering its vocabulary puts you at a disadvantage: positioning, persona, mix, brand awareness, acquisition, conversion rate. Decisions appear to rest on criteria that feel vague, and it becomes difficult to voice a disagreement or defend an operational constraint that is nonetheless entirely legitimate.

Two days to acquire the essential reference points: segmentation and positioning logic, components of the marketing mix, main families of activity and commonly used indicators. On completion, each participant is able to read a marketing plan, ask the right questions and formulate a request that can actually be acted upon.

Learning objectives

  • Use common marketing vocabulary correctly
  • Describe the segmentation and positioning of an offer
  • Identify the components of the marketing mix and how they interact
  • Read a marketing plan and spot its weak points
  • Formulate a clear request to a marketing team

What makes this programme different

An annotated glossary is built up progressively by the group
A real marketing plan is read and discussed collectively
Each participant drafts a request addressed to their own marketing team

Programme

1Marketing Reference Points

Putting the right words to everyday practices

  • Distinguish strategic marketing from operational marketing
  • Understand segmentation, targeting and positioning
  • Position the brand in relation to the offer
  • Interpret the terms most often used in meetings

2The Customer at the Centre

Knowing exactly who is being discussed

  • Build a persona from observed evidence
  • Describe a purchase journey step by step
  • Identify the moments when the customer decides or walks away
  • Distinguish the stated need from the real need

3The Mix and the Activities

Understanding the levers available to a team

  • Connect offer, pricing, distribution and communication
  • Position digital and physical channels
  • Distinguish brand awareness activities from conversion activities
  • Estimate the effort and lead time required for an activity

4Reading a Plan and Engaging in Dialogue

Moving from spectator to contributor

  • Identify the structure of a marketing plan
  • Understand the indicators presented and their limitations
  • Formulate a request with its objective, deadline and constraint
  • Ask the questions that move a trade-off forward

Who is it for

Business owners and managing directors of small and medium-sized companies · technical, financial or administrative managers · administrative support staff · and anyone required to work with a marketing team without coming from that background.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.