Essentials Of Marketing & Preparing An Effective Marketing Plan
'Having A Workable Strategy ... Is Half The Battle Won'
Who Should Attend?
Sales and Marketing people with no formal training, or anyone who is about to take on a marketing role. It is also useful for Managers and Directors who wish to have a clear understanding of the basics of Marketing.
About the Programme
This course covers the essentials of marketing and marketing strategies in clear, easy to understand stages. It also explains the difference between 'marketing' and 'selling', and how different skills are needed to be an effective marketing person. The course offers many ideas for developing creative and innovative marketing solutions.
Throughout the course, the delegates will complete each analytical tool, and matrix, for their own company, so that by the last day of the programme they will have started to create an effective marketing plan of their own. This will also help to give a clear understanding about how to develop and implement effective marketing strategies within their own individual organizations.
Course Objectives
- To help delegates identify the importance of marketing in today’s highly competitive marketplace
- To realise the importance of situational analysis and market research as a base for a marketing plan
- To understand the different marketing strategies available, and how to apply them
- To be able to develop the marketing mix from the analysis of the marketing strategies
- To understand the components of a marketing plan and formulate one that is specific to each delegate’s business
- To know how to implement and measure the success of a marketing plan
What You Will Gain
- A clear understanding of marketing and marketing strategies
- New approaches to evaluating and developing innovative ideas that will increase your organization’s revenue
- Your own draft marketing plan to take back and use at work
Programme Contents
DAY ONE
- Understanding Marketing
- Selling Vs Marketing
- The Marketing Mix Framework - The 10 'P's of Marketing
- Definition Of A Product
- The Three Levels Of A Product
- Situational Analysis
- Marketing Environment & Trends
- SWOT & PESTEL Analysis
- Consumer & Buyer Behaviour
- The Buying Decision Process
- Market Segmentation
- Marketing & Market Research
- Primary & Secondary Research
- Marketing Strategies
- Understanding Strategy
- Mission Statements & Marketing Objectives
- Product, Service & Competitive Positioning
- The Product Life Cycle
DAY TWO
- Understanding Strategy (Continued)
- Boston Consulting Group Matrix
- Porter’s Competitive Forces
- The Ansoff Growth Matrix
- Competitive Advantage & Unique Selling Points
- Developing The Right Marketing Mix
- Product Development & Adoption Characteristics
- Brands
- Pricing For Success
- Understanding Gross Profit Margins
- Choosing The Correct Method Of Promotion
- Understanding The Impact Of Advertising
- People, Place & Process
DAY THREE
- Developing Strategies Using All The Matrixes Shown
- Understanding How To Translate These Strategies Into The Correct Marketing Mix
- Marketing Across International Borders
- Forecasting
- Cost Benefit Analysis
- Tactical Vs Strategic
- Controlling & Evaluating Marketing Activities
- The Importance Of A Good Marketing Plan
- Developing Your Strategic Marketing Plan
- Understanding The Structure Of A Marketing Plan
- Writing Your Own Marketing Plan For Your Company
- Implementing Your Marketing Plan
3 Days - Non-Residential
Delegate spaces available on the following course dates:
Before the course each delegate will be asked to complete a Pre-Course Briefing Form to determine their individual objectives for attending the course. These objectives will be used by the tutor to give on-target training that is focused on the individual delegates.
At the end of the course each delegate will be asked to complete a Personal Development Plan that can be used as part of future appraisals and that will also be an important tool for management reference.
Total investment includes - Training Materials, Lunch & Refreshments.