The Strategic Marketing Plan Programme
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The Strategic Marketing Plan Programme Course
Introduction:
Having a well-defined strategic marketing plan is crucial for businesses to succeed in challenging markets, especially in today's complex and globalized world. Companies face new challenges as they navigate a rapidly changing competitive landscape. Traditional sales and marketing techniques are no longer sufficient in this environment. To outshine competitors, you must embrace modern tools and implement carefully crafted brand marketing strategies.
Course Objectives:
By the end of The Strategic Marketing Plan training course, you will:
- Start a logical step-by-step process to produce an effective marketing plan.
- 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
- Recognize and implement the different marketing warfare strategies (offensive, defensive and flanking).
Who Should Attend?
The Strategic Marketing Plan training course, is ideal for:
- Marketing Professionals
- Public Relations Practitioners
- Marketing Managers
- Sales Managers
- Brand Managers
- Business Owners
Course Outlines:
The Marketing Concept
- Scope and Functions
- A New Approach to Marketing
- Competitive Pressures Changing the World
- The Smart Bomb Strategic Approach
The Marketing Planning Process
- The Benefits of Planning
- The Marketing Plan Format
- The Marketing Planning Process
- Setting S.M.A.R.T Objectives and Goals
- Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company
The Business Situation Analysis
- Understanding the Framework for Competitive Analysis
- Competitive and Customer Analysis
- Environmental Analysis
- SWOT and TOWS Analysis
- Portfolio Analysis and Design (The Boston Consulting Group Matrix)
Planning Segmentation, Targeting and Positioning
- Basis for Segmentation
- Benefits of Segmentation
- The Market Segmentation Process
- Effective Positioning
- Creating a Powerful Value Proposition
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
Conducting the Face to Face Meeting
- working through the 6 step meeting process
- agreeing outcomes and establishing the agenda
- probing in order to develop an understanding
- making proposals and giving and receiving concessions
- applying effective closing techniques
- agreeing on action & recording outcomes
- monitoring the result
Strategy Development
- Considering Different Strategic Alternatives (TOWS Analysis)
- Analyzing Different Marketing Strategies
- The Growth Strategy Matrix
- Factors Shaping the Choice of Strategy
- Blue Ocean versus Red Ocean Strategies
Tactical Planning Applications
- Setting the Scene: The Marketing Mix
- The Components of the Marketing Mix
- Using The Marketing Mix Model
Putting It All Together
- Writing Your Own Marketing Plan