Strategic Marketing Planning

An organisation that develops and performs its production and marketing activities with the aim of satisfying the needs of its customers is market oriented. A market oriented organisation is clear that the “strategy” behind marketing is about managing relationships in an integrated and holistic manner.

This advanced level marketing Bootcamp is for practitioners and managers who want to get more involved with marketing planning and strategy. It will enable you to contribute more to the strategic planning process and develop better marketing plans.

Course Content

Overview

• Marketing’s role in organisations today.
• The challenge of establishing a market orientation.
• Structure of a customer-focused business plan.
• The tools of internal and external analysis.
• Using the SOSTAC framework for planning.
• Aligning strategic, operational and tactical level plans.
• The challenges of segmentation in both B2B and B2C organisations.
• How the marketing mix creates competitive advantage.
• Metrics to improve future performance these points?
• Are all of the functions in your company organised in a way that is supportive of delivering the value required?

Course Outcomes

• Structure and write strategic and operational marketing plans.
• Assess your organisation’s use of Strategic Marketing Planning and make constructive recommendations to maximise ‘business’ benefits from a customer orientated perspective.
• Appreciate the customer-focused planning process and be able to map your organisation’s decision-making against it.
• Use the key tools and techniques that ensure planning is externally focused.
• Manage segmentation analysis and decision making.
• Recognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these in a variety of scenarios.
• Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms.

Training Methods

By all means, bring your pencil case, and yes, there will be handouts, but there will be a lot more discourse, debate, improvisation, role play, technology, practice and group dynamics. The training will be conducted in a friendly, fun atmosphere, which not only allows for different learning styles, but respects each delegate as an individual and ensures each one is challenged and derives maximum benefit from the course. Our aim is that you will be highly stimulated and encouraged to rethink.

Who should attend?

This advanced level marketing boot camp is for practitioners and managers who want to get more involved with marketing planning and strategy. It will enable you to contribute more to the strategic planning process and develop better marketing plans.