Develop an Effective Marketing Plan

Course details

The development of an appropriate marketing strategy and the creation of a robust planning process lie at the heart of a successful business. Too often marketing is viewed as being the implementation of a range of tactical initiatives, but those companies that truly understand marketing and the concept of strategy and planning use them powerfully to drive their business growth.

The workshop will consist of a mixture of small group work, syndicate work and plenary sessions as well as presentations from the trainer. The group work and syndicate sessions will ideally work from actual examples drawn from the training delegates’ experience and real working situations. This will enable the delegates to use the workshop as an opportunity to begin to apply the training whilst participating in the workshop itself.

PROGRAMME OBJECTIVES

• Assessing your business: where it is now and where you want it to go
• How to develop and use a marketing scorecard to maximize your marketing plan effectiveness
• Developing a product positioning statement and identifying program priorities
• Clarifying the core objectives for each element of the marketing mix (Product, Price, Place and Promotion)
• Discover the most effective ways to calculate marketing plan expenditures and ROI
• Defining the overall direction, total advertising and promotion budgets and revenue expectations
• Identify items to include your marketing plan for it to implement correctly
• Develop important tactical elements in your marketing plan strategy
• Meet and present your marketing plan ideas to executive management and sell your ideas

PROGRAMME OUTLINE

1. Creating A Marketing Strategy
2. Segmentation & Positioning
3. Developing A Marketing Plan
4. What is Marketing Research
5. Marketing Communications Objectives