Course Schedule

Strategic Marketing Planning

This course offers a structured approach to developing a marketing strategy starting with the principles of a marketing approach and including the integration of the marketing plan with the company’s overall business strategy.

By the end of this course you will be able to:

· Develop marketing objectives.

· Understand the structure of a marketing plan.

· Use the elements of the marketing mix.

· Evaluate marketing activity.

What is Marketing Orientation?

· What determines a marketing led company

The Elements of the Marketing Mix

· The Seven P’s of Marketing explained and used practically

Adapting the 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 marketing planning - an investigation into the planning tools available, portfolio planning, SWOT analysis etc.

Segmentation Targeting and Positioning

· Identifying the company's key target segments and accessing those segments

Competitive Advantage Analysis

· Discovering 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

· Using the analysis and planning to set clear and achievable goals for the business

· The objectives cascade form corporate to marketing objectives

Marketing Communications Strategy

· The communication process – how it works

Measurement and Evaluation

· Measuring the plan and learning from what’s gone right and whats gone wrong

Action Plans

· Each delegate prepares their personal list of actions to complete in the workplace

Those who are taking responsibility for writing a PR campaign from beginning to end for the first time.