Course details

Overview ?

Why Choose this Course?

In this course delegates will understand the structured process of how to build a marketing plan customised for their situation. They will find out how marketing planning works and how they should document their ideas in a marketing plan.

They will become competent in developing a marketing plan by going through a number of stages of the marketing planning process. They will work with practical checklists at each stage that enable them to formulate the right questions.

They will master the key elements of a complete marketing plan.

This course will feature:

How to analyse the external and internal environment;
What segments of the market to target and how to choose a proper positioning
How to set marketing and financial objectives
How to decide on strategies for products, pricing, channels and communication
What sales forecasting technique to use

What are the Goals?

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

Construct a marketing plan in general and specifically for their company
Develop a plan for a new product
Understand what analyses need to be carried out at the outset
Define the market, customer segments and buying behaviour
Apply control procedures necessary to monitor successful implementation of the marketing plan

Who is this Course for?

Participants are, or will be, involved in strategy development, in the development of marketing plans, in new product planning or work in product development teams

This course is suitable for a wide range of professionals but will greatly benefit:

Professionals of different functional backgrounds, middle managers, marketing professionals without a formal marketing education, sales professionals
People who plan to start up a new company or a launch of a new product or service within a company

How will this be Presented?

The training process is a blend of presentation, small group work on real company cases and practical exercises to apply knowledge. Participants are encouraged to bring their own company specific issues to work with.

The Course Content

Day One

Introduction to Marketing Planning

Course objectives
Three levels of planning
Marketing and the mission statement
Analysing the current situation: internal audit, external audit
SWOT analysis
PESTEL factors

Day Two

Analysing customers and markets; segmentation, targeting, positioning

Market definition (potential-,target market)
Consumer markets
Business markets
Market segmentation process
4 different targeting strategies
The positioning process

Day Three

Planning direction, objectives and strategy

Growth strategies, non growth strategies
Financial objectives, marketing objectives, societal objectives
Planning for products
Product Life Cycle
Planning for brands

Day Four

Planning the marketing mix strategy

Planning for pricing
Pricing elasticity and break- even analysis
Planning for communication, advertising and promotion
Push and pull strategies
Planning for channels
Channel length and channel member decisions

Day Five

Planning metrics and performance measurement; planning implementation and control

Tools for evaluating marketing progress
Measuring progress with metrics
Forecasting approaches
Preparing budgets and schedules
The marketing control process
Sample Marketing Plan
Summary

Day 1

Day 2

Day 3

Day 4

Day 5

Training Methodology

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