Introduction
Marketing is the glue that holds and organization together, gives it understanding of what customers want, what they value and are willing to pay for. As the marketplace and customer needs change, marketing helps the rest of the organization understand how to change.
Strategic marketing is the overarching framework that knits marketing activities to the wider business needs, at the same time helping operational teams become customer centric. It provides deep understanding of customers and how to serve them.
This Strategic Marketing: Planning, Development & Implementation training course will develop understanding of how to create a strategic marketing plan; returning to their desks with the outline of a plan tailored to their organization.
This training course will feature:
- A wide range of models, techniques, tools and tips
- How to apply theory in practice when developing marketing strategy
- A process for creating a strategic marketing plan that has input from across the organization and wins support from key teams and executives
- Delegates working through the key steps to develop their own strategic marketing plan.
Course Objectives
By the end of This training course, participants will be able to:
- Identify, collect and analyze external and internal business data to identify issues, key factors fur success and distinctive capabilities
- Use the data, make assumptions and recommend which products and services their organization should provide to existing and potential markets
- Identify, segment and prioritize existing and potential audiences based on business objectives
- Quantify marketing objectives for revenues, profits, sales volumes, market share and brand reputation
- Develop a portfolio matrix for the 4 P’s – product, price, place, promotion – that will create the framework for marketing activities
- Select the best evaluation mechanisms for proving marketing activities are delivering business objectives
Who Should Attend?
This advanced level professional course is for marketing practitioners and business leaders responsible for developing strategic marketing plans, including
- Chief Marketing Officers, Marketing Directors, Marketing Vice Presidents
- Heads of Product Management, Product Development, Research & Analysis, Planning, Programmers & Campaigns, Public Relations, Brand Management, Public Affairs, Advertising, Community Relations, Media Relations, Distribution, Monitoring & Evaluation
- Business Growth Directors, Customer Experience Directors, Sales Directors, Business Strategy Directors, Finance Directors, HR Directors
Course Outlines:
Introduction to Marketing Planning
- The core marketing concepts
- 4 P’s of the marketing mix: product, price, promotion, place
- Useful frameworks for creating a marketing strategic plan
- Setting strategic marketing goals: linking to corporate vision, mission & business objectives
Situation Review – Analyzing the Current Situation
- Different models for conducting a marketing audit
- Collating customer and product data
- Using a SWOT to identify key internal & external factors
- Making assumptions based on the SWOT analysis
- Determining demand for your products and services
- Agreeing expected results
Formulating Strategy
- The 4 competitive strategic positions
- Ansoff’s Matrix: setting strategic marketing objectives
- Understanding what motivates audiences
- The market segmentation process
- Creating buyer personas for key market segments
- The marketing control process: forecasting, budgeting & monitoring
4 P’s – Executing Marketing Tactics
- Developing new products and services
- Managing the product life cycle
- Product mix decisions: families, lines and brands
- Pricing mix decisions: costs, demand, methods
- Promotion mix decisions: advertising, promotions, PR & selling
- Place mix decisions: push vs pull, channels length & type
Delivering the Marketing Strategy
- Co-opting a team representing key areas of the business to input to the strategy
- Running workshops to ensure the marketing strategy captures experiences and concerns of stakeholders
- Drafting the document: number of pages and their content
- Anticipating office politics: winning support up and down the organization
- Action planning