Sales and Marketing

The Strategic Marketing Plan Training

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The Strategic Marketing Plan Training Course

Introduction:

A marketing plan helps businesses clarify their marketing elements, set objectives, and guide activities. This course covers various aspects like the marketing mix, researching target markets, and developing a strategic position. It also includes implementing and evaluating the marketing plan. Marketing is a dynamic discipline that involves anticipating and satisfying demand.

Course Objectives:

In this 5-days Training Course, participants will learn:

To illustrate the exciting, dynamic, and influential nature of marketing
Apply a logical step-by-step process to produce a sound marketing plan
Devise a marketing plan that builds on marketing audit findings
Use marketing audit findings to identify effective strategies and tactics
Develop the components of the strategic marketing plan
Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
To define marketing and trace its evolution with a special focus on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing
To show the importance of marketing as a field of study
To describe the basic functions of marketing and those who perform these functions
To examine the environment within which marketing decisions are made and marketing activities are undertaken
To differentiate between those elements controlled by a firm’s top management and those controlled by marketing, and to enumerate the controllable elements of a marketing plan
To enumerate the uncontrollable environmental elements that can affect a marketing plan and study their potential ramifications
To explain why feedback about company performance and the uncontrollable aspects of its environment and the subsequent adaptation of the marketing plan are essential for a firm to attain its objectives.

Who Should Attend?

Heads of Marketing
Directors of Marketing
Marketing Managers
Marketing Executives
Product Marketing Managers
Sales Managers and Directors
Market Analysts
Business Development Managers and Directors
Communications Managers and Directors
Public Relations Managers and Directors
Project Managers and Directors
Media Managers and Directors

Course Outlines:

The Marketing Concepts

Scope and functions
Competitive pressures changing the world
The smart bomb strategic approach
Definition of strategic planning
Organizing the general planning framework

The Marketing Planning Process

The benefits of planning
Reasons to write a marketing plan
The marketing plan format
The marketing planning process
Setting 'SMART' objectives and goals
Linking the marketing strategy to the vision, mission, and objectives of the company

The Business Situation Analysis

The components of a company’s environment
The framework for competitive analysis
Components of internal analysis
Components of the external analysis
Competitive and customer analysis
Environmental analysis
'SWOT' analysis
The five forces diagram

Planning Segmentation, Targeting, and Positioning

Basis for segmentation
Benefits of segmentation
The market segmentation process
Criteria for B to B segmentation
Effective positioning
Steps in market segmentation, targeting, and positioning

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
Workshop: formulating strategies and contingencies

Tactical Planning Applications

Setting the scene: the marketing mix
The components of the marketing mix
Using the marketing mix model
Workshop: setting the marketing mix

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