Developing & Implementing Strategic Marketing Plans

Training Course Overview

By attending this training course, participants will develop the initial framework for a strategic marketing plan that knits marketing activities to the wider business needs of their organisation. It will be centred on customer needs and the marketplace realities their organisation faces.

They will return to their teams with an outline of strategic marketing plan tailored to their organisation that they can use to win support from key teams and executives across the business. They will also have the capabilities to turn their plan into practical activities that grow finances, market share and reputation.

Training Course Objectives

At the end of this COPEX training course, delegates will be able to:

• Identify, Collect and Analyse External and Internal Business Data to Identify Issues, Key Factors for Success and Distinctive Capabilities
• Using the Data, Make Assumptions and Recommend Which Products and Services Their Organisation Should Provide to Existing and Potential Markets
• Identify, Segment and Prioritise Existing and Potential Audiences Based on Business Objectives
• Quantify Marketing Objectives for Revenues, Profits, Sales Volumes, Market Share and Brand Reputation
• Develop a Portfolio Matrix for the 4 P’s – Product, Price, Place, Promotion – That Will Create the Framework for Marketing Activities
• Select the Best Evaluation Mechanisms for Proving Marketing Activities are Delivering Business Objectives

Designed For

This advanced level professional training course is for marketing practitioners and business leaders responsible for developing strategic marketing plans, including:

• Chief Marketing Officers, Marketing Directors, Marketing Vice Presidents
• Heads of Product Management, Product Development, Research & Analysis, Planning, Programmes & Campaigns, Public Relations, Brand Management, Public Affairs, Investor Relations, Financial PR, Advertising, Community Relations, Media Relations, Distribution, Monitoring & Evaluation
• Business Growth Directors, Customer Experience Directors, Sales Directors, Business Strategy Directors, Finance Directors, HR Directors
• Non-Executive Directors, Trustees, Board Members

Training Course Outline

Amongst a wide range of valuable topics, the following will be prioritised:

• Ensuring Strategic Marketing Goals are Linked to the Organisation’s Vision, Mission and Business Objectives
• How the 4P’s of Marketing – Product, Price, Promotion, Place – Relate to Each Other and Drive Broader Business Decisions
• Techniques for Auditing Marketplace Factors and Customer Expectations to Identify the Key External and Internal Factors Shaping Your Business
• Determining Current and Future Demand for Your Products and Services as the Basis for Strategic Marketing Planning
• Formulating a Marketing Strategy Based on Your Organisation’s Strengths as Well as Customer Demand in Short and Medium Term
• Developing Buyer Personas to Help Customer-Facing Staff Stay Focused on Your Key Market Segments
• Developing New Products and Services That Satisfy Customers and Win Market Share
• Managing Decisions in the Product / Service Life Cycle for Long Term Profitability
• Co-Opting a Team Representing Key Areas of the Business to Input to the Strategy
• Running Workshops to Ensure the Marketing Strategy Captures Experiences and Concerns of Stakeholders