Strategic Marketing

3 days

Introduction

Strategic Marketing is fundamental to the success of every business.åÊ The ability to understand and anticipate the wants and needs of your customers and then supply them with products and services at a profit is a crucial skill for every manager and leader.åÊ It is not the sole responsibility of the Marketing department. In this interactive three-day course you will discover how to set a marketing strategy, understand what goes into making a product successful and be able to talk in commercial terms.

Programme Objectives

The course will achieve the following objectives:

• To provide concise yet comprehensive coverage of marketing strategies and techniques which have been proven to work in large and small organisations
• To grasp and practice the essential skills in the areas of:
  • Strategic planning
  • Product development
  • Pricing strategies
  • Promotional strategies
• To give non-marketing or less experienced marketing personnel exposure to best practice when developing strategies to launch and promote products and services
• To ensure attendees are abreast of the latest thinking in marketing

By the end of this seminar you will be able to:

• Speak confidently at a senior level about marketing strategies
• Represent yourself and your organisation professionally when instructing marketing agencies and suppliers
• Identify the most appropriate marketing strategies and tactics for each product or service in your organisation‰Ûªs product range

Method and Approach

This is an interactive programme where participants will have opportunities apply the skills and techniques learnt on the course directly. The use of flip-charts, syndicate workshops and feedback sessions will encourage a fully participative and enjoyable event.

Duration

3 day

Who should attend?

• All professionals who would like to develop their strategic market planning capabilities
• Anyone who would like to understand the principles behind creating successful products and services
• Marketers who want to influence at a more senior level and/or secure budget for their planned activities
• Those in a sales role who wish to move into a sales and marketing management position
• Non-business professionals who need a wider understanding of marketing and strategic planning.

Course Content

This three-day course will cover the follow subjects:

Strategic Marketing Planning

• Marketing defined
• Role of Marketing in the Organization
• Vision and Mission from a marketing perspective
• Alignment with the company‰Ûªs aims and objectives
• The marketing process
• The 7 Ps of Marketing
• Strategies vs. Tactics

Developing a Customer-Led Approach to Marketing

• Market research and gathering market intelligence
• Getting inside the mind of the buyer
• Developing a USP which matters to the buyer
• Understanding trends and anticipating customer wants and needs
• Market Segmentation and Positioning
• Strategies for marketing to consumers, organisations and resellers

Expanding the Marketing Mix

Product:

• New product development
• Developing a range of products
• Understanding the product life cycle
• Developing strategies for different stages of the life cycle
• Branding decisions
• Packaging and labelling

Price:

• How your price positions you in the mind of the buyer
• Pricing strategies and decisions
• Considerations when choosing a price: product mix, promotional pricing, geographical pricing

Place:

• Selecting the right distribution channels
• Selling though retailers, wholesalers and other resellers
• Selling directly to consumers
• Using the internet to sell products and service

People:

• ‰Û÷People are our greatest asset‰Ûª ‰ÛÒ why people are included
• Using your staff to convey the company brand values
• How Marketing relates to Human Resources and Customer Service

Process:

• Taking a marketing led approach to internal processes and systems
• Making your process your USP

Physical Evidence:

• How to show evidence of the quality of your product or service
• Using case studies and testimonials
• Getting third party endorsements of your product or service

Promotion:

• Selecting the right promotional strategies
• BTL and ATL marketing activities
• Advertising
• Direct Marketing
• Direct Sales
• Internet Marketing
• Public Relations
• Referral Strategies
• Sales Promotion
• Social Media

Writing the Marketing Plan

• What goes into a strategic marketing plan
• How to plan a promotional campaign
• How to get internal support for your plan

To discuss your training requirements and how this course can work for you, please contact us.