Marketing Strategies and Planning

Course Overview

Strategic Marketing Planning can make a significant contribution to the business’s success. It facilitates the systematic identification of emerging opportunities and threats by judging the preparedness to meet change and the specification of sustainable competitive advantage. It can also provide improved communication among executives by reducing conflicts between people and departments and involving all management levels in the planning process to allocate more appropriately the scarce resources everybody owns. Therefore, this leads to consistency of approach across the whole organisation and a more market-focused orientation. Through planning, the organisation sets the goals, e.g., the desired level of profitability, that will drive the organisation to its desired evolution through the vision.

This Marketing Strategies and Planning training course will provide the skills to participants to clarify the business boundaries and to decide the most suitable products that will be sold to the best-selected markets, with the consideration of the facilities that will be needed, like people, operations, R&D, information systems, distribution etc. The size and character of the human capital are predicted as the most important strategic investment since they will assemble all parts and use funding and budgets in the best possible allocation to transform the plans into practice. It will also include other corporate objectives, such as social responsibility, market image, environmental concern, innovation, and technology implications to cover all possible aspects of Strategy. Finally, the marketing strategy must consider metrics and key performance indicators to understand how and if strategies work and use the results to proceed to corrective action.

Course Objectives

The training course involves the operation of every organisation to set and act on satisfying the corporate vision by exploring the complexities of markets, products, competition, and customers and balancing all these powers for sustainability and growth.

After the training course, the participant will learn to:

• Describe the strategic marketing planning process
• Assess all resources to achieve specific goals
• Relate tactical efforts to business objectives
• Identify and test what resonates with all the elements of the strategic marketing mix
• Practice emerging trends in technology and modern marketing
• Assemble input to the marketing plan to be customer focused
• Justify the strategic dimension of all relationships with the business environment
• Recognise that competition is key to the marketing strategy

Target Audience

This training course is aimed at Marketing Strategists and Planners, to develop their skills in balancing all variables of Business.

It is suitable for a wide range of working professionals, including (but not limited to) the following:

• Marketing Directors
• Marketing Professionals
• Small Business Owners and Managers
• Sales Managers
• Operation Managers
• Business Development Managers
• Sales Supervisors

Training Methodology

This training course uses a combination of interactive presentations and live discussions. It will be supported with case study workshops, videos, models, tables, and charts to consolidate learning and discussion of the findings. A summary recap will be linked to the topics by the end of each day to formulate a complete training programme. Upon request, it can include a final multiple-choice test on the material as a learning evaluation method.