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Development of Marketing Strategy    
 

DEVELOPMENT OF MARKETING STRATEGY

 
Training Goal
 

Participants will develop the following competencies

  • Understand how to perform a marketing audit
  • How to perform practical market research
  • Able to apply a number of models and techniques to analyze data uncovered through audit and research
  • How to set SPORT objectives
  • How to develop a proposition around the marketing mix
  • How to use implementation tactics to deliver the plan effectively & What to monitor and how to evaluate
Course Outline
 

The Marketing audit and marketing research

  • The current marketing mix
  • Customer behavior
  • Market segmentation & Targeting
  • Competitive analysis & STEP Analysis

Analysis of Data

  • Product identification
  • Life-cycle and portfolio analysis
  • BCG matrix SWOT & Forecasting

Setting marketing objectives that are SPORT

  • Subjective
  • Practice & Output
  • Rules & Team

Developing Plans

  • Marketing mix
  • Cost leadership
  • Differentiation & Product Development
  • Market Development

Implementation

  • Tactics within the marketing mix framework

Monitoring and Evaluation

  • Developing a system that measurers the right things
Training Methods
  • Discussions
  • Lectures
  • Brainstorming
  • Practical Training
Duration
5 days (40 hours)
 
Who should Attend
Senior Managers, managers and staff involved in developing marketing strategy at Company or business unit level. Marketing strategy development is an approach that will add shareholder value to all types of business.
 
Language
English
 
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