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Training Course Summary:

Outline: Designing Strategic Marketing Plans is a juggling act. They have to meet the organisation's goals whilst communicating the company's advantage over its competitors to its target customers and do it profitably! This 2-day course covers the strategic issues facing marketers. The course addresses how to manage the product or service portfolio from New Product Development to managing mature brands and deleting declining brands. It focuses on the importance of a thorough understanding of market opportunities, trends in the marketing environment, customers, competitors, and organisational goals, capabilities and resources.

Who should attend? Those who are responsible for strategic planning within the marketing department and who rely on the co-operation of colleagues from other departments within the organisation. Marketing experience necessary.

Course Objectives:
As well as learning about the tools available to help with strategic marketing planning, you will gain an appreciation of the roles other departments, such as finance, production and personnel, play in achieving successful marketing plans.Case studies and practical exercises throughout the course will equip you with the blend of personal skills required for success - creativity, decision making,presentation and persuasion skills.
Course Overview:
Translating organisational goals into marketing action plans
Developing competitive strategies for marketing
Tools for strategic marketing planning
The marketing audit
The value of research into the marketing environment, target markets and buyer behaviour
Managing the Marketing Mix (Product, Place, Price, Promotion, People) to achieve organisational goals
How to understand the financial arguments related to product pricing
Developing creativity within your team
Communication and Negotiation Skills
Briefing and managing agencies
Measuring performance