Advanced Business Marketing Training

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Advanced Business Marketing Training Course
Introduction:
In today's dynamic business landscape, organizations face a multitude of challenges stemming from financial turmoil, climate change, globalization of markets, scarcity of natural resources, and rapid technological advancements. To navigate these complexities successfully, businesses need a robust and well-structured approach: Strategic Marketing Planning.
Strategic Marketing Planning is a transformative process that empowers businesses to address these challenges head-on. By leveraging a powerful and formalized market-led Ten Step Planning Methodology, this course provides you with the tools and knowledge to confidently adapt to the changing business environment. This practical and graphical methodology serves as an effective medium to analyze the market landscape, identify opportunities, and devise short and medium-term strategies.
By enrolling in this course, you will gain a deep understanding of the Ten Step Planning Methodology, enabling you to develop comprehensive marketing strategies that align with your business objectives. Through a combination of theoretical frameworks, real-world case studies, and interactive exercises, you will learn how to conduct thorough market analysis, segment your target audience, define value propositions, and create effective marketing mix strategies. Moreover, you will acquire the skills to communicate your marketing plans internally, ensuring buy-in and support from management and peers.
This course goes beyond theory and equips you with practical tools and techniques to drive your strategic marketing planning efforts. You will learn how to navigate the complexities of financial turmoil, climate change, globalization, resource scarcity, and technological advancements by leveraging strategic marketing principles. By embracing this methodology, you will gain the confidence needed to make informed decisions, seize opportunities, and overcome challenges in today's competitive business landscape.
Join us on this transformative journey through Strategic Marketing Planning. Together, we will equip you with the knowledge and skills to navigate the changing business landscape, develop effective marketing strategies, and communicate them internally. By adopting this powerful approach, you will position your business for success and achieve sustainable growth amidst the evolving dynamics of the global marketplace.
Course Objectives:
At the end of this training course, you will learn to:
- Understand which vital elements comprise an effective and powerful market-led business strategy and its consequent plans
- Employ the most suitable market-led business planning tools for your business and products
- Outperform your competition – directly and indirectly –by creating and implementing dynamic, professional, true market-led business strategies
- Become an effective market leader by enhancing the image of your products and/or services and boosting your market recognition
- Develop your market-led thinking to become more analytical, innovative, and strategic
- Implement practical action plans to improve your profits and potentially dominate your markets
- Use powerful analysis tools to better understand your customers’ perceptions, needs, and desires, and how they rate your and your competitors
- Understand and effectively use customers’ buying needs and define differential value propositions
- Understand the many different pricing strategies and how to choose the most appropriate and profitable ones for your organization
Who Should Attend?
This course is designed for managers who have either direct or indirect responsibility to determine or contribute to their organization’s marketing strategies and plans, and their implementation and execution. This masterclass will benefit:
- The country, sector, product, and brand managers
- Marketing directors and managers
- Business planning managers
- Experienced sales managers
Course Outlines:
Introduction
- Course introduction and aims
- The Ten Steps research & Planning Methodology
- Strategy and what it means
- Pareto’s Law
- Branding and brand management
- What is Guerrilla Marketing?
Updating the Marketing Concept
- What is marketing and how is it perceived in business today?
- Why there are now six ‘P’s and an S’ and no longer the classic four ‘P’s in the Marketing Mix
- Where the Marketing Mix fits in short, medium and longer-term business planning
A. WHERE ARE WE NOW?
Defining Our Market Segments, Products and Services
- Market segmentation and product definitions: defining hierarchically our target customer and product/services groupings (an often forgotten task)
- The six common bases for defining our market segments and products and services
- A simple yet effective ten-step process to define them
- Introducing the course case study
Case Study – Applying the market definition techniques to the case study, both for market segments and products, to form an initial business appraisal
Updating the Product Life Cycle (PLC)
- The PLC and how it affects the marketing mix
- How the PLC can be combined with the risk model (to be covered later in the course)
- Five practical uses of the PLC to enhance your control and increase internal communications
A Powerful and Simple Revenues/Resources Matrix
- Defining this largely operational planning tool and explanation of the process
- Introducing the four major categories and their generic
- strategies
- How the “R” Matrix can help provide an initial focus, and lessons learnt from the status quotations
- What typical tasks can be achieved by using the “R” Matrix
Market Trends and Assumptions:
- What are the major trends in our marketplace and our business?
- Why is it important to also define our major assumptions?
- How to produce a trends and assumptions form that includes your priorities, the implications of these and comments. Linking them to later strategies and actions
The Innovation Curve and the Innovation Grid
- Understand why your different buyers adopt your existing, newer and very new products and services over time
- The ideal characteristics of the five buyer types
- Using the Innovation Grid to match your markets, major customers, your products and your top competitors’ products and then to do something about it
- How to complete the grid and its typical uses?
The Growth/Risk Model
- Many managers try and do too much with their scarce resources and subsequently fail. This simple yet powerful risk tool explains why
- How the Growth/Risk Model can help you on new product development
- Building a medium term balanced plan in terms of risk
- Using the Growth/Risk Model for gap reduction and a better focus
The Attractiveness/Strengths Matrix
- A simple yet powerful analytical tool to analyse and then priorities your markets segments, your products and services, your geographies, your major accounts and your channels
- Choosing the weighted criteria to define your own definitions of attractiveness and strengths
- What to do with the matrix when it is completed
The Value Wheel and the Value Matrix
- What do your major customers and prospects expect from you and your top competitors, and how do they rate you and your competitors against these expectations?
Practical Principles of Marketing Research
- Marketing research is often not performed well: a five step process to improve the results of this expensive, but very important, task
- The primary and secondary sources in marketing research
- explained