Marketing Skills: Marketing Planning (2 day)

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Course Overview

A systematic approach to marketing planning has been shown to help organisations improve their performance. However, the marketing planning process is often flawed, resulting in poor plans or half hearted implementation. This course goes beyond the usual theoretical approach to this topic to help you develop the skills required to deal with the realities of developing and implementing successful plans.

Audience

Newly appointed marketing planners, those carrying out marketing planning for the first or second time or those wishing to refresh their skills in marketing planning, to improve marketing planning or to introduce it to their organisations.

Skills Gained

A systematic approach to marketing planning tailored to your circumstances, based on best practice will improve business performance through better implementation of higher quality marketing plans. This is derived from a thorough analysis of the current situation and a clear view of the best areas of the business to invest in.

You will understand how to market plans inside your organisation, improve your technical skills in setting marketing plans and strategies. You will gain the ability to judge the content of and process for developing marketing plans and understand how to improve the performance of your organisation. Enhance your value to your organisation through delivering better marketing plans.

Course Outline

• Develop a list of criteria to judge the quality of a marketing plan and decide which elements of a plan are necessary for your situation
• Choose an appropriate marketing planning process
• Test a marketing plan to determine whether it is right for your organisation
• Understand the alternatives for developing a marketing budget
• Control the implementation of a marketing plan
• Develop an appropriate strategy to gain support from management, peers and implementers for your plan
• Choose the right tools to use to develop your marketing plan
• Analyse the current market situation and use the analysis to decide which are the best marketing options to adopt
• Develop plans for your marketing mix to achieve your marketing

Marketing Skills: Marketing Planning (2 day) / 0200