This course aims at integrating all of the marketing elements in a strategic planning framework. Emphasis will be made on areas of strategic importance, especially those which have significant implications and relevance for marketing decisions in competitive situations.

Course Objectives:

By the end of this course, participants will be able to:

  • Strategically plan their marketing activities
  • Understand the importance of marketing decisions on the long-term well-being of the organization
  • Analyze the organization’s environment to support the development of strategies
  • Understand what their strategic alternatives are
  • Develop a strategy that is in line with their long-term objectives
  • Define their competitive advantage and key differentiators

Course Outline:

Introduction

  • What is marketing?
  • Develop a marketing mindset in the organization
  • Exercise: Define your marketing strategy
  • Consistency between your marketing strategy and your company’s vision, mission, and values

Your Current Situation in the Industry

  • SWOT analysis
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
  • Competition
  • External factors: economical, political, regulatory, demographic, socio-cultural

Segmenting, Targeting, and Positioning

  • Product-market growth strategies
  • Market penetration
  • Market development
  • Product development
  • Diversification
  • Marketing strategies
  • Mass
  • Differentiated
  • Concentrated
  • Brand management
  1. Brand identity
  2. Brand recognition
  3. Brand awareness
  4. Brand relationship

Target Market

  • Exercise: Define your target market
  • Characteristics of a target market
  1. Psychographic
  2. Geographic
  3. Demographic
  4. Behavioral

Developing a Strategic Marketing Mix

  • Product
  • Price
  • Place
  • Promotion

Conclusion

  • Action plan
  • Evaluate results

We_They was founded in 1988 with the aim of providing first class training and consulting services, enabling our clients to improve and sustain a valuable competitive advantage, hence, making a positive contribution towards their success. Working closely with national and multi-national companies, we offer global experience coupled with practical, local expertise.  

We aim to deliver innovative yet practical business solutions, from concept formation to implementation and evaluation. BLI’s depth of service and global reach translates into seasoned knowledge for tailoring our services to our clients’ specific needs. 

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