Strategic marketing planning

Strategic marketing planning

Take your marketing skills to the next level by thinking more strategically. Designed for marketers with some experience, this course will equip you with practical take-home tools to develop stand-out brand goals, write powerful marketing plans and measure your performance. Learn how to get the most from your research and communication spend, discover the importance of financials and discover the latest trends in branding and metrics.

The course is about strategic planning to get the most from your marketing budget. As well as covering gap analysis, targeting and segmentation, it also looks at new ideas and best practice. You will learn how to grow and defend your market position whilst maximising on profitability

Course Overview
�Marketing orientation: What determines a marketing-led company?
�The elements of the marketing mix: The classic four Ps of Marketing explained and used practically.
�Adapt a plan to brand/market needs: How to use the planning process for different brands at different stages of maturity.
�Marketing audit: The rules and guidelines for conducting a marketing audit.
�The tools of strategic marketing planning: An investigation into the planning tools available. Plc, portfolio planning, SWOT analysis.
�Segmentation, targeting and positioning: Identify the company’s key target segments and access those segments.
�Competitive advantage analysis: Discover the roots of competitive advantage and how to determine the competitive advantage.
�Marketing research: The role of market research. A review of the techniques available and when to use the most appropriate technique.
�Setting goals and objectives: Use the analysis and planning to set clear and achievable goals for the business. The objectives cascade from corporate to marketing objectives.
�Marketing communications strategy: The communication process �how it works.
�Measurement and evaluation: Measure the plan and learning from what’s gone right and what’s not

What do I get out of it?
�The steps to undertake a marketing audit
�A marketing plan for your organisation
�Segmentation techniques to identify your key target audience
�Clear measurable objectives for your marketing
�Analysis tools to measure and refine your results

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