Strategic Marketing - Introduction (3 day)

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Course Overview

Marketers everywhere seek to lead their companies in discovering new and profitable opportunities. For this to be successful they need to understand the sequence of steps necessary for building a great strategy and be able to plan and execute an effective implementation.

Not only does this course meet the needs of marketers who want to base their strategies on sound business foundations, but it also provides the implementation tools and the skills to maximise on them. The format challenges delegates to design and execute exciting opportunities for the future via a competitive, hands-on team business game.

Audience

This course is designed for marketers who are moving into positions in which they will be expected to demonstrate increased strategic awareness, for existing marketing managers who want to deliver greater opportunities and for managers from other disciplines who need to work closely with marketing colleagues as members of cross-functional strategic teams. Parallel teaching tracks for strategic foundations and practical implementation are maintained throughout, making the course ideal for those with active and ambitious personalities.

Skills Gained

Benefits for your organisation:

Your organisation will benefit from an increased awareness of how effective marketing strategies impact on business, and how these need to be driven to lead to performance and profit improvements. A greater understanding of customers, competitors and organisation structure and communication will lead to sharper strategic focus. Learning is more effective when undertaken in a social context and the practical simulation of this course reflects real-life situations.

Benefits for you as an individual:

You will discover how marketing frameworks fit together and can be used in practice. You will be able to develop and hone your analytical and implementation skills. This doesn't stop at the 'I think X is a good idea...' stage but demands that you research, develop and deliver your project to the market with your fellow team members

You will learn how to:

• Add value for your customer and therefore your company by ensuring that you have a contemporary market orientation
• Use all the steps of the strategic marketing process in a logical and persuasive fashion
• Link strategic positioning to marketing tactics
• Use segmentation, targeting and positioning to identify and evaluate alternative opportunities for future growth
• Match internal strengths to external opportunities for maximum return
• Create bigger, better and more relevant ideas for growing the business
• Develop a successful Marketing mix tailor-made for your growth projects
• Produce a creative brief and 'launch' promotional programme
• Participate effectively in a high-energy multi-disciplinary implementation team
• Manage the key factors of quality, cost, time and risk, using both product profitability and project costing models

Course Outline

• Defining key strategic and tactical marketing terms
• Conducting an external environment analysis
• Conducting an internal analysis and Marketing audit
• Setting appropriate strategic objectives
• Developing an understanding of customers
• Using segmentation, targeting and positioning to select growth opportunities
• Developing and implementing tactics - the Marketing mix
• Recognising the importance of measures and controls
• The exciting business simulation gives you the chance to work with your fellow delegates to deliver a relevant growth project of your choice during the course
• You will present your project execution in our 'Dragon's Den'

Pre and post learning support:

In order for you to take maximum benefit from the course, the course directors will contact you prior to the course in order to establish your aims, your levels of experience and also to provide you with simple exercises so that you can practise relevant techniques in advance of the course. A detailed programme will also be provided. The course directors will be accessible after the course to help with transfer of benefits into your organisations.

To take away from the course:

• An up-to-date, user-friendly textbook which sets out the strategic and tactical marketing process in a clear and accessible way
• References for further relevant, inspirational reading.
• Various templates, frameworks and checklists from the simulation to carry the learning back to the workplace.
• We are also confident that you will take away new friendships and re-invigorated ambition for a successful future.

Strategic Marketing - Introduction (3 day) / 0130