BENEFITS TO YOU
You’ll leave with improved strategic marketing skills, and a deeper understanding of external and internal business processes. This will see you enhance your value within your organisation.
You’ll know how all the marketing models fit together and are used in practice, and be able to work out and submit action plans with real credibility and substance. You’ll also benefit from sharing experiences with fellow delegates.
Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their enterprises. For this to happen, it is crucially important to implement the series of steps necessary to construct and carry out an effective marketing plan. This workshop provides the knowledge necessary to embed this process in an inspiring and practical way.
WHO SHOULD ATTEND?
Marketers who are moving into roles which are increasingly strategic
It will also be valuable for existing marketing managers who want to refresh their knowledge of tools and frameworks in a practical way
Sales people, and managers from other disciplines, will gain a thorough appreciation of the strategic marketing process.
WHAT YOU’LL LEARN:
The key components of Marketing Orientation
Vision, Mission, Values, Brand Analysis
External environment – PEST & 5 Forces analysis
Internal environment – classifying strengths and weaknesses
Coordinating the marketing audit – the SWOT/TOWS analysis
Setting strategic marketing objectives, using the Product / Market Matrix
Understanding existing & potential customers
Segmenting customers, selecting the best targets
Positioning our offerings, using Positioning Maps and Strategy Canvases
The 7 elements of the Marketing Mix
ICE (Implementation, Control, Evaluation)
The Plan – Putting it all together into an actionable plan