Who Should Attend?

This course is for marketing and sales professionals, business owners, business development teams, senior managers, business unit managers, strategy consultants, and project managers. It is aimed at anyone who wishes to develop a more strategic role in their organization, and take a more holistic approach to the marketing function.

This course builds on the foundations laid by Spearhead's Essentials of Marketing course. Delegates should have attended this course, or a similar course to be able to fully benefit from the topics covered in the Strategic Marketing Workshop.

About the Programme

Strategic Marketing ensures the sustainability, and strengthens the products / services of a company in any market, by positioning its strengths and resources, using a targeted plan. This increases the sales in both a Niche, or a Mass market. Strategic marketing identifies the product development, promotion, advertisement, creative, distribution, etc. Strategic Marketing determines a successful marketing mix, the targeted segments, positioning, and resources.

This programme includes a series of participative activities which will help guide the delegates to produce a carefully analysed marketing strategy to move their company forward. By the end of the programme, delegates will have acquired the thought processes, frameworks and analysis tools, needed to be constantly optimising their strategy to meet the demanding conditions of the marketplace.

Course Objectives

• To understand the vital elements which constitute an effective and powerful marketing strategy
• To determine the difference between a 'marketing strategy' and 'marketing tactics', and how we integrate both of them to work effectively together
• To review the Strategic Marketing Planning Process
• To review the latest trends in marketing, such as Radical Marketing, Viral Marketing, etc.
• To fully understand your market (your customers' wants and needs)
• To understand different approaches to marketing success
• To build and track the key success measures that represent growth in the marketplace

What You Will Gain

• The opportunity to clarify your own understanding of Strategic Marketing and how it works
• The ability to identify the key strategic issues in marketing today
• The opportunity to practise using different strategic analysis tools, to help clarify your strategic environment
• The structure of a powerful marketing plan

Programme Contents

DAY ONE
• Introduction To Strategic Marketing
• Strategic Vs Tactical Marketing Plans
• Product Lifecycle Management
> Marketing Cycle > Where Marketing Fits With Strategy
• Marketing Fundamentals
• Customer Value Proposition
• Marketing Vs Sales Perspectives
• The Marketing Mix Framework
• The Power Of Differentiation
• The Strategic Marketing Planning Process
  > The 10 Steps Of The Strategic Marketing Process
• The Marketing Audit
  > Industry Analysis
  > Sales & Competitive Analysis
• Understanding Customer Needs
  > The Consumer's Buying Decision Process
  > Maslow's Hierarchy Of Needs
  > Cultural Influences On Consumer Buying Behaviour
  > The Decision Making Unit
  > Consumer Analysis
• The Performance Environment
  > The Internal Environment
  > SWOT Analysis

DAY TWO
• Setting Marketing Strategies & Objectives
  > SMART Objectives
  > GAP Analysis
  > Root Cause Analysis


• The Marketing Strategy
  > The Objective - Strategy Model
• The Power Of Brand Building
  > Brand Building
  > Managing The Brand
  > Winning The Brand
  > The Brand DNA
• New Age Marketing
  > Radical Marketing
  > Viral Marketing
  > Good Cause Marketing
  > E-Marketing
• Controlling & Evaluating For Success
  > Measuring Success
  > Critical Success Factors
• Implementing The Strategy
  > Scheduling & Resource Requirements
• Financial Information
  > Financial Capsule
  > Financial Assumptions
  > Marketing Budget

2 Days - Non-Residential

Delegate spaces available on the following course dates: