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We often assume that marketing deals only with delivering a product or service to an external customer. But in today's rapidly changing organizations a whole category of "internal" customers has arisen with whom managers must also communicate. In some companies, everyone is considered to be the customer of someone else. How then, do you communicate the features and benefits you have to offer to those internal customers? By learning to apply proven methods of internal marketing communications.

Becoming familiar with both the formal and informal networks of communication and authority is essential. Learning to use various techniques for eliciting "purchasing" behavior is critical. This course reviews the various internal marketing methods that can help today's managers meet their commitments to both internal customers and the bottom line.

Participants in this FutureU module use workplace examples to analyze marketing strategies and enliven their discussions.

Participant Profile

Executives and mid- to upper-level managers who are not specially trained in marketing management but who want to understand, interpret, develop and apply basic marketing principles within their own organization.

Topics

• Basic marketing concepts applied to internal environments.
• Positioning your self, your team, and your product or service.
• The importance of doing your "market" research.
• Best ways to elicit buy-in for your project, product, or service.
• Internal marketing as part of organizational culture.
• Planning your "market strategy."

Module Design

When delivered online, this module lasts two weeks when offered as part of the focused-learning program on Core Competencies for Managers. It is also available as a stand-alone, four-week course. In either case, it requires an average of 10 hours a week of participation and study time.

Delivery Options

Customization

Every organization faces a unique set of challenges and opportunities. The FutureU team can customize this module or any other FutureU module or program to address your real workplace concerns and integrate case study material based on your organization's experience. This course can also be modified for "blended" delivery integrating a mix of face-to-face and online work to ease those with little technology experience into the world of online learning.

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