A highly interactive training course on

Developing & Implementing Strategic Marketing Plans

Gaining Deep Understanding of Customers and How to Serve Them

Course Schedules

London

27-31 Jan 2025

$5,950

Dubai

05-09 May 2025

$5,950

Vienna

29 Sep-03 Oct 2025

$5,950

Training course overview

In this training course, participants will create the foundational framework for a strategic marketing plan that aligns marketing activities with the broader business objectives of their organization. The focus will be on understanding customer needs and the marketplace realities they encounter.

Participants will return to their teams equipped with a tailored outline of a strategic marketing plan, ready to gain support from key stakeholders and executives. They will also learn how to translate their plan into actionable strategies that drive financial growth, increase market share, and enhance their organization's reputation.

What are the goals?

By the end of this 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

Who is this training course 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

Course Outline

Day One: Introduction to Marketing Planning

The core marketing concepts
4 P’s of the marketing mix: product, price, promotion, place
Useful frameworks for creating a marketing strategic plan
Setting strategic marketing goals: linking to corporate vision, mission & business objectives

Day Two: Situation Review – Analysing the Current Situation

Different models for conducting a marketing audit
Collating customer and product data
Using a SWOT to identify key internal & external factors
Making assumptions based on the SWOT analysis
Determining demand for your products and services
Agreeing expected results

Day Three: Formulating Strategy

The 4 competitive strategic positions
Ansoff’s Matrix: setting strategic marketing objectives
Understanding what motivates audiences
The market segmentation process
Creating buyer personas for key market segments
The marketing control process: forecasting, budgeting & monitoring

Day Four: 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

Day Five: Delivering the Marketing Strategy

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
Drafting the document: number of pages and their content
Anticipating office politics: winning support up and down the organisation
Action planning