Course Outline
Strategic Marketing
- The marketing mix
- Strategic positioning
- Situational analyses
- Customer segmentation
- Pricing strategy
- Product lifecycle management
- Market development strategies
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
The Customer
- Market segmentation
- Customer personas
- Customer personality types
- Understanding value: how it is created and how it moves
- Key Account management
- Dealing with organizations
- Behavioral Psychology: Why customers do what they do?
Crafting The Message
- Non-verbal communication
- Forensic questioning skills
- Building significance with payoffs
- The science of persuasion
- The role of emotion in purchasing
- Drafting the message
- Building compelling value propositions
Marketing in The Real and Online World
- Routes to market
- Harnessing the power of your social media marketing plan
- Implementing online marketing best practices
- Initiating a social media engagement plan
- Search Engine Optimization (SEO) strategies
- Facebook and Twitter marketing campaigns
- Online reputation management
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)
Creating an Effective Business Marketing Plan
- The Anatomy of a marketing plan
- Putting your plan together
- Situational analyses
- Lifecycle management
- Product (service positioning)
- Pricing strategy
- Budgeting
- Routes to market
- Propositions by segment
- Communications plan
- Implementing the marketing plan throughout the organization
- Influencing upwards – selling the plan throughout the organization
Marketing Budgeting and Resource Allocation
- Allocating resources effectively across marketing activities
- Developing a marketing budget and monitoring expenditures
- Assessing the return on investment (ROI) of marketing initiatives
Marketing Evaluation and Control
- Monitoring and measuring marketing performance
- Using marketing analytics and metrics to assess outcomes
- Conducting post-campaign analysis and making data-driven decisions
- Adapting and adjusting marketing strategies based on evaluation results
Training Approach
Our training on marketing strategies and planning course is delivered by our seasoned trainers who have vast experience as expert professionals in the field of marketing. The course is taught through a mix of practical activities, presentations, group works
and case studies.
Training manuals and additional reference materials are provided to the participants.
Certification
Upon successful completion of this training on marketing strategies and planning, participants will be issued a certificate.
Tailor-Made Course
We can also do this as a tailor-made course to meet organization-wide training needs. A training needs assessment will be done on the training participants to collect data on the existing skills, knowledge gaps, training expectations and tailor-made needs.