Course description
Integrated Marketing Strategy Masterclass
Learn how to plan your marketing activity effectively. Understand market and customer trends in your business environment through insights and research. Gain a sustainable advantage by managing your brand across multiple channels and set measurable objectives to track your results.
Upcoming start dates
Suitability - Who should attend?
This course is designed for those participants responsible for managing the marketing planning process.
Outcome / Qualification etc.
You will learn to:
- Plan, create and implement effective strategic marketing plans
- Understand how to develop sustainable advantage
- Manage your brand across multiple channels
- Integrate your strategy across on and offline channels in line with business objectives
- Effectively measure and evaluate your outputs
Training Course Content
Understanding the business environment
- Explore a range of tools designed to develop a clear and actionable view of market and business performance
- Market and customer trends
- Competitor intelligence
- Internal resource analysis
- The role of insight and research
Developing sustainable competitive advantage
- Identifying unique and exploitable competencies
- Benchmarking
- Developing the best strategic options
- Identifying sources of advantage
Aligning strategy with customer groups
- Marketing segmentation
- The role of positioning and targeting
- Developing a core sustainable proposition and links to creative execution
- Branding issues
Strategy development and implementation
- Media neutral planning
- The role of integration of on and offline channels
- Getting the balance right between acquisition and retention
- Channel media convergence
- Marketing from the inside out
Measurement and control systems
- Financial management
- Objective setting
- Managing lifetime value
- Measuring integrated outputs
- Cultural and management issues
- Managing intermediaries
Course delivery details
Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
Request info
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...