Engineers Can Be Marketers | Workshop

Master Marketing Frameworks for Technical Minds

 

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4-Hour Event

A Workshop Facilitated by Omar Graia 

Endorsed by Mohamed Jawhar Maalej

Bridge the gap between engineering and marketing! This workshop equips engineers with essential marketing knowledge, enabling them to understand customer needs, market dynamics, and how marketing decisions impact technical projects and business success. Designed for professional engineers, this session translates marketing concepts into a language that resonates with a technical audience.

Key Learning Outcomes

Participants will:

1. Understand the basics of marketing and its importance in technical industries.
2. Learn how to identify customer needs and align products with market demands.
3. Discover tools and frameworks to develop a market-focused approach.
4. Create strategies for communicating technical ideas in ways that resonate with non-technical audiences.

Workshop Structure

Module 1: The Engineer’s Role in Marketing

• What is Marketing?
  • Explore marketing as a system of creating, communicating, and delivering value.
  • Highlight the parallels between problem-solving in engineering and decision-making in marketing.
• Why Engineers Make Great Marketers:
  • Case studies of engineers excelling in marketing roles (e.g., product managers, tech marketers).
• Interactive Exercise: Participants brainstorm how their technical expertise can contribute to solving market challenges.

Module 2: Frameworks for Marketing Thinking

• AIDA Framework:
  • Understand Attention, Interest, Desire, and Action as a structured approach to marketing messaging.
  • Application: Participants analyze a sample product and draft an AIDA-based marketing message.
• Value Proposition Canvas:
  • Learn to connect customer pains and gains with product features.
  • Exercise: Map out a technical product’s value proposition using the framework.

Module 3: Understanding the Market and the Customer

• Customer Psychology and Decision-Making:
  • Explore customer motivations, buying behaviors, and the importance of empathy.
  • Framework: Introduction to the Empathy Map to understand customer pain points and needs.
• Market Segmentation:
  • Divide markets into segments based on needs, preferences, and behaviors.
  • Discussion: Engineers identify potential customer segments for a sample product.
• Critical Thinking in Marketing:
  • Analyze competing products and assess differentiation strategies.

Module 4: Communicating Value Effectively

• Storytelling and Messaging:
  • Learn how storytelling enhances technical communication for marketing.
  • Exercise: Participants craft a compelling story for a product feature using a storytelling template.
• Pitching to Non-Technical Audiences:
  • Techniques for simplifying technical language without losing depth.
  • Role-Play: Present technical ideas to a mock marketing team or customer.

Wrap-Up and Action Planning

• Key Takeaways: Recap of frameworks and concepts introduced during the session.
• Critical Reflection:
  • Group discussion on lessons learned and how marketing applies to engineering roles.
  • Debate: Are marketing decisions more art or science?
• Action Plan:
  • Participants outline one marketing-related skill or strategy they want to develop.
  • Create SMART goals for applying insights in their professional roles.

Interactive Elements

• Framework-driven exercises (AIDA, Value Proposition Canvas, Empathy Map).
• Group discussions to foster critical thinking and knowledge exchange.
• Role-playing and storytelling to practice marketing communication.