Course objective

•  Develop and write a strategic marketing plan for your business or organization, including both on and offline marketing
•   Review a wide range of marketing models and tools that facilitate better planning
•  Develop clear and business focused marketing objectives
•  Articulate a vision and goals for their brand or marketing responsibility
•  Understand how to improve returns on marketing, research and/or communication investments
• Be familiar with the latest marketing trends, both on and off line, and how they could apply to your own organization
• Think more strategically in a range of marketing scenarios

Who Should Attend?

• Services and product marketers in business
• Marketers wanting to write more focused and effective marketing plans.
• Those with hands on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.
• Those who have line responsibility for marketing but have not come from a marketing background.

Course outline

• Structure for marketing planning
  •  stand out goals
  • a SWOT that you can use
  • Segmentation and Target Markets
  •  Getting from SWOT to objectives and action plans
  • Strategic marketing models that help you understand your business better
• The Marketing Mix
  • Unique advantages and characteristics of key elements of the marketing mix, including
  •  Online and traditional marketing tools
  •  Effective integration of your marketing mix
•  Marketing Theories that impact Planning
  • Branding and Brand Positioning
  • Product Life Cycle and the Awareness Funnel
  • Differentiation and Unique Selling Points
•   Review the Latest Marketing Trends and Marketing Thinking
  • Digital and online developments
  • Big picture market changes
  •  Consumer and market research
•    Financials for Marketers and Return on Marketing Investment
  •  Profit and loss; cash flow basics for marketers
  • Pricing for profit
  • Return on marketing investment

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