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Foundations of Marketing Strategy in Practice

Intermediate

Course Outline

Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their enterprises. It is necessary to understand and implement the steps necessary to construct and carry out an effective marketing plan. This workshop gives you the tools and frameworks required to prepare and present your strategic marketing plan. Using exercises, case studies and video clips, the key steps of the strategic marketing process are outlined in an integrated way.

planning

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

Situation analysis

External environment – PEST & 5 Forces analysis

Internal environment – classifying strengths and weaknesses

Coordinating the marketing audit – the SWOT/TOWS analysis

Strategy

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

Tactics

The 7 elements of the Marketing Mix

ICE (Implementation, Control, Evaluation)

The Plan – Putting it all together into an actionable plan

Downloadable Resources

Course Outline

How to take this course

In-company Training

E Learning

Public Courses

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