Strategic Marketing Planning, Development & Implementation

Strategic Marketing: Planning, Development & Implementation

OBJECTIVES

Identify market segments, select target markets and forecast demand
Develop marketing strategies to defend market share, grow market share, or expand the total market
Develop, test and launch new products and services
Manage products and services at different stages of the product life cycle
Develop and implement integrated marketing communication programmes that persuade audiences to buy
Evaluate marketing activities and demonstrate return on investment and value delivered to the organisation.

WHO SHOULD ATTEND?

Business leaders who want to understand how marketing can support corporate objectives
Marketing professionals who want to be more strategic in their activities
Marketing executives who are preparing for promotion into a managerial role

COURSE OUTLINE

Day 1 – Analyzing Markets and Customers

Understanding the marketing process and concepts
Developing a marketing information system to gather the data for decision making
Research to understand your organisation’s micro and macro environments
Understanding different types of buyer behaviours, needs and wants
Conducting a marketing audit as the foundation of strategic decision-making

Day 2 – Designing Marketing Strategies

Identifying and selecting between strategies for expanding market share, defending market share, or expanding the total market
Strategies for different stages of the product/ service life cycle
Integrating strategies for the 4 P’s – product, place, price and promotion
Setting objectives: deciding which markets to enter and when to enter them
Showing how marketing objectives relate to corporate business objectives

Day 3 – Planning Marketing Programmes

Launching new products and services onto the marketplace
Effectively managing products, product lines and brands
Managing services for quality and productivity
Deciding pricing strategies to maximise volumes, revenues, or profits
Managing marketing channels and distribution systems to get products to customers quickly and cost effectively

Day 4 – Designing Promotion Strategies

Developing a balanced promotion mix of strategies to engage consumers and businesses
Designing effective advertising campaigns
Designing sales promotion programmes
Creating public relations and publicity programmes
Aligning sales force motivation programmes with marketing activities

Day 5 – Evaluating Marketing Strategies and Programmes