Course description
In these increasingly complex times having a well-conceived strategic marketing plan is essential for businesses to win in tough markets. A globalized world brings new challenges for companies contending with a rapidly evolving competitive landscape.
In this environment, traditional sales and marketing techniques no longer cut it. To move ahead of the competition, you need modern tools and well-engineered brand marketing strategies.
The right corporate training can give you the edge you need to develop a strategic marketing plan that drives superior financial results and creates enduring value for your organization.
Upcoming start dates
Upcoming start dates
Suitability - 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
Outcome / Qualification etc.
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 organisation should provide to existing and potential markets
- Identify, segment and prioritise 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
- Recognise and implement the different marketing warfare strategies (offensive, defensive and flanking).
Training Course Content
Day 1
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
Day 2
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)
Day 3
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
Day 4
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
Day 5
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
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London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...