The Strategic Marketing Plan Programme

Sales and Marketing

Course Info

Duration: 1 Week

Available Dates

Venue

  • June-21-2021

    Paris

  • June-28-2021

    Madrid

  • July-05-2021

    Kuala Lumpur

  • July-05-2021

    London

  • July-11-2021

    Dubai

  • July-12-2021

    Istanbul

  • July-19-2021

    Paris

  • July-26-2021

    Madrid

  • Aug-02-2021

    Kuala Lumpur

  • Aug-02-2021

    London

  • Aug-08-2021

    Dubai

  • Aug-09-2021

    Istanbul

  • Aug-16-2021

    Paris

  • Aug-23-2021

    Madrid

  • Sep-06-2021

    Kuala Lumpur

  • Sep-06-2021

    London

  • Sep-12-2021

    Dubai

  • Sep-13-2021

    Istanbul

  • Sep-20-2021

    Paris

  • Sep-27-2021

    Madrid

  • Oct-04-2021

    Kuala Lumpur

  • Oct-04-2021

    London

  • Oct-10-2021

    Dubai

  • Oct-11-2021

    Istanbul

  • Oct-18-2021

    Paris

  • Oct-25-2021

    Madrid

  • Nov-08-2021

    Kuala Lumpur

  • Nov-08-2021

    London

  • Nov-14-2021

    Dubai

  • Nov-15-2021

    Istanbul

  • Nov-22-2021

    Paris

  • Nov-29-2021

    Madrid

  • Dec-06-2021

    Kuala Lumpur

  • Dec-06-2021

    London

  • Dec-12-2021

    Dubai

  • Dec-13-2021

    Istanbul

  • Dec-20-2021

    Paris

  • Dec-27-2021

    Madrid

  • Jan-03-2022

    Kuala Lumpur

  • Jan-03-2022

    London

  • Jan-09-2022

    Dubai

  • Jan-10-2022

    Istanbul

  • Jan-17-2022

    Paris

  • Jan-24-2022

    Madrid

  • Feb-07-2022

    Kuala Lumpur

  • Feb-07-2022

    London

  • Feb-13-2022

    Dubai

  • Feb-14-2022

    Istanbul

  • Feb-21-2022

    Paris

  • Feb-28-2022

    Madrid

  • Mar-07-2022

    Kuala Lumpur

  • Mar-07-2022

    London

  • Mar-13-2022

    Dubai

  • Mar-14-2022

    Istanbul

  • Mar-21-2022

    Paris

  • Mar-28-2022

    Madrid

  • Apr-04-2022

    Kuala Lumpur

  • Apr-04-2022

    London

  • Apr-10-2022

    Dubai

  • Apr-11-2022

    Istanbul

  • Apr-18-2022

    Paris

  • Apr-25-2022

    Madrid

Course Details

Course Outline

5 days course

 

The Marketing Concept

 

  • Scope and Functions
  • A New Approach to Marketing
  • Competitive Pressures Changing the World
  • The Smart Bomb Strategic Approach

 

The Marketing Planning Process
 
  • The Benefits of Planning 
  • The Marketing Plan Format 
  • The Marketing Planning Process 
  • Setting S.M.A.R.T Objectives and Goals
  • Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company

 

The Business Situation Analysis
 
  • Understanding the Framework for Competitive Analysis
  • Competitive and Customer Analysis
  • Environmental Analysis
  • SWOT and TOWS Analysis
  • Portfolio Analysis and Design (The Boston Consulting Group Matrix)

 

Planning Segmentation, Targeting and Positioning
 
  • Basis for Segmentation 
  • Benefits of Segmentation 
  • The Market Segmentation Process 
  • Effective Positioning 
  • Creating a Powerful Value Proposition

 

4 P’s – Executing Marketing Tactics

 

  • Developing new products and services
  • Managing the product life cycle
  • Product mix decisions: families, lines and brands
  • Pricing mix decisions: costs, demand, methods
  • Promotion mix decisions: advertising, promotions, PR & selling
  • Place mix decisions: push vs pull, channels length & type
 
Strategy Development
 
  • Considering Different Strategic Alternatives (TOWS Analysis)
  • Analyzing Different Marketing Strategies
  • The Growth Strategy Matrix 
  • Factors Shaping the Choice of Strategy
  • Blue Ocean versus Red Ocean Strategies
 
Tactical Planning Applications

 

  • Setting the Scene: The Marketing Mix 
  • The Components of the Marketing Mix 
  • Using The Marketing Mix Model

 

Putting It All Together

 

  • Writing Your Own Marketing Plan