Strategic Marketing Masterclass (5 day)

Scheduled Dates (sort by: location | date)

Course Overview

In today's competitive markets, success depends on the quality and effectiveness of marketing strategy. On paper the challenge is simple: identify target customers and deliver them an offer that drives competitive advantage. Transforming product facing, financially driven strategies into effective market led approaches is not an easy process but it is increasingly recognised as critical to organisational success.

This masterclass tackles the critical issues head on, enabling you to be the architect of improved return on marketing investment.

The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today's changing business environment drives the continual search for competitive advantage and this masterclass is designed to provide delegates with the knowledge, tools and techniques to achieve this.

Audience

Delegates need to be experienced managers, from a marketing or non-marketing background, involved with theis business planning and strategy development and/or who have the authority to develop and implement marketing plans and strategy. Marketers with strategic responsibility and those developing into senior organisational roles will find this programme valuable, as well as marketing practitioners responsible for operational marketing plans.

Benefits for your organisation:

This masterclass will provide your manager with the time and the catalysts to help them identify opportunities that could directly improve your competitive advantage and your planning processes. Once applied, these ideas and concepts will improve your organisation's external orientation

Benefits for you as an individual:

This masterclass provides you with an opportunity to review your current approaches and compare these with good practice and other sectors. The process will help you build your confidence and provide the evidence needed to make a business case in order to support stronger external orientation and customer led planning. You will extend your range of planning tools and techniques and come away with ideas and tips that will help you achieve your personal performance goals.

You will learn how to:

• Structure and write strategic and operational marketing plans
• Assess your organisation's use of strategic marketing and make constructive recommendations to maximise 'business' benefits from a customer orientated perspective
• Appreciate the customer-focused planning process and be able to map your organisation's decision-making against it
• Use the key tools and techniques that ensure planning is externally focused
• Manage segmentation analysis and decision making
• Recognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these in a variety of scenarios
• Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms

Course Outline

• Marketing's role in organisations today
• The challenge of establishing a market orientation
• Structure of a customer-focused business plan
• The tools of internal and external analysis
• Using the SOSTAC framework for planning
• Aligning strategic, operational and tactical level plans
• The challenges of segmentation in both B2B and B2C organisations
• How the marketing mix creates competitive advantage
• Metrics to improve future performance

To take away from the course:

• A toolbox of models and techniques for internal and external analysis
• SOSTAC planning framework
• Multifactor matrix as a decision tool
• A template for undertaking a market audit (CD)
• A textbook guide to marketing planning
• Additional strategy textbook

Strategic Marketing Masterclass (5 day) / 0174