REWRITING THE MARKETING PLAN

University of Cape Town Graduate School of Business
Cape Town, South Africa

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' Ever wondered why some companies consistently produce insightful, winning marketing plans while their competitors fail? Has the process of creating marketing plans lost its energy and passion at your company? Are marketing plans more ¡°formal document¡± than ¡°call to action¡± at your company? Once written and approved, are people burying marketing plans in their desk drawers until they are required to update the plan next year? Do you think your marketing plan have been implemented better this year?

If you can answer yes to any of these questions, then this seminar is for you and your colleagues.

Rewriting the Marketing Plan is a three-day course that focuses on the process of writing great marketing plans. It is a step-by-step guide to the process of building dynamic, customer- and stakeholder-focused plans that produce results. Participants learn that great marketing plans do far more than set out an organisation¡¯s marketing strategies, budgets and implementation plans. Great marketing plans organise and communicate insights into the competitive environment, analyse the firm¡¯s strengths, weaknesses and resources, set out its objectives and strategies, provide a rationale for success, and define everyone¡¯s contribution to successfully implementing product, pricing, promotion and distribution strategies.

Why is it so important to rewrite the marketing plan? In times of rapid change, yesterday¡¯s winning marketing plan can become the perfect recipe for failing tomorrow. Change is what makes rewriting the marketing plan so important. And the forces of change have never quite buffeted South African marketers so much as today. Rapid advances in technology are blurring industry boundaries and helping globalize competition. Slow-growth and market saturation in the Industrialized West is forcing firms there to look into countries such as South Africa to maintain growth. At the same time, China, India and other emergent economies are not only rising as viable markets but also are shifting cost barriers and ever increasing downward pressure on prices. Social and political change is everywhere. A much wider range of stakeholders is communicating heightened expectations and demands, leading to interventions in company affairs of an unprecedented scale. Unless management engages in an ongoing process of rewriting the marketing plan in such a fast-changing environment, failure may be the likely outcome for even the best firms in this new, complex competitive landscape.

Winning marketing is both art and science. Rewriting the Marketing Plan focuses on qualitative and quantitative tools that help marketers identify and acquire the right information for marketing decisions, analyse that information so that everyone can make sense of the changing requirements for competitive success, and plan winning marketing strategies in industries. The three-days of intense discussion and learning will help marketers understand why marketing is too important to be left in the hands of marketing people alone. Participants will discuss hard and soft skills marketing professionals need to craft plans that get organisation-wide commitment. The lessons learned will apply to large and small organisations and in industries as diverse as financial services, telecommunications, fast-moving consumer goods or industrial goods and services.

Rewriting the Marketing Plan is designed to provide you with an interactive environment in which you can examine and explore the requirements of great marketing plans today. In interactive lectures, case study analyses and multimedia sessions, the participants will learn lessons that are as relevant in small and medium size enterprises as in large multinational corporations. Parts of sessions will focus on the marketer¡¯s ¡°bag of tools¡±, such as projecting the size of markets, measuring brand equity, forecast sales for new products or calculating the lifetime value of a client. Other parts of sessions will focus on the process of writing winning plans, gaining organisation-wide commitment and choosing performance metrics. Still other parts of sessions will provide participants with powerful theoretical models that help marketers understand WHY customers, competitors and others are acting as they do and to plan effective and practical responses that win the competitive battle.

...''

Phone:+27 (0)21 406 1490

School Address:

Executive and Management Education
UCT Graduate School of Business
Breakwater Campus, Private Bag, Rondebosch 7701, South Africa.
Tel: +27 (0)21 406 1490 Fax: +27 (0)21 421 5608
eme@gsb.uct.ac.za


Jobs & Resumes: Cape Town
Houses & Roommates: Cape Town

Frontiers in Water Sector Reform and Regulation
Independent Power Producers and Power Purchase Agreements
INTERNATIONAL MARKETING STRATEGY
Lean Institute Africa
Management of Foreign Development Aid
NEW MANAGERS PROGRAMME
PRODUCTION MANAGEMENT STUDY TOUR TO JAPAN
PROGRAMME FOR MANAGEMENT DEVELOPMENT
PROJECT MANAGEMENT ¨C A BUSINESS APPROACH
PROPERTY DEVELOPMENT PROGRAMME
Scanning for new technologies
Second chance Maths
Strategic Human Resources Management
The Strategy Academy
Sustainability: The New Business Frontier
Sustainable Leadership
Wine Marketing and global competitiveness programme

Notice: The course description on this page was captured from the Internet as historical reference or submitted by visitors. It was archived statically and not updated from day to day.
 

Tips: ASKEDU jobs and talents message board can help you find jobs related to your experience in a specific city, or hire somebody in place with particular knowledges.