This practical course will provide a logical step by step approach which will:
- Outline the marketing planning process to help you understand its benefi ts and relevance
- Improve the overall quality of your marketing plans
- Help you set challenging yet achievable objectives
- Focus on market strategies which are implementable and effective
- Help organisations grow their businesses by reacting to market changes, threats and opportunities
- Introduce more creative thinking into your marketing planning process
- Increase profi tability and market share
- Establish action plans to “make things happen”
This course will take you through the Marketing Planning Process and help you in a structured, practical and action orientated way, to address the three basic questions involved in writing and implementing a marketing plan:
- Where do you want to be?
- Where are you now?
- How will you get there, including who does what?
Course Overview
It is often said that “Failing to plan is planning to fail” and the real benefi ts to be gained from good strategic marketing planning are market place success, competitive advantage and differentiation, setting and achieving challenging marketing objectives and growing business and profits.
This course is about Marketing Planning and writing a Strategic Marketing Plan, which is specifi c, objective and will happen. It will emphasise the knowledge you need for effective marketing planning and prove that the quality of this information is a major determinant of the subsequent quality and achievement of your marketing plans.
This course will be highly interactive, participative and practical. The emphasis is on involvement and real solutions; during the fi ve days you will use key marketing planning tools and techniques and begin to evolve a fi rst draft of your marketing plan, with constructive input and critique from the course leader and your fellow delegates.
The course will be led by Richard Yallop who will concentrate on addressing issues and providing solutions. There will be a high degree of audience involvement – via individual and group work with reference to past successes and failures, the use of practical tools and techniques to work through the planning steps and develop, objectives and strategies. Richard Yallop’s aim throughout the course will be to challenge participants to think ambitiously and creatively in developing their own growth plans, which can be translated into real market place success.
The course will be based on the proven Cranfi eld Marketing Planning 10 Steps approach and is aimed at senior company personnel responsible for strategic marketing planning, decision making and implementation, such as Marketing Directors and Heads of Marketing.
Additionally, those involved in market analysis, business development, promotional activities and branding will benefi t from attending, as would personnel from other job functions such as Directors and Senior Managers who are interested and involved in the company’s overall business planning process and are key contributors to the plan’s ultimate success.
If you have not achieved previous success or met some of your objectives, or if you did achieve them but feel you have missed opportunities, this course is for you. It is far less about imparting theory than getting you to apply it in profi table applications and solutions. The course is equally applicable to all markets and all sizes and ages of organisations, whether they’re in B2B or B2C markets. Additionally, participants from Government and “Not for Profi t” organisations plus other non - marketing specialists would benefi t from attending.
COURSE BENEFITS
The major aim of this course is to challenge your current thinking, approaches and comfort zones and to encourage you to set new challenging and creative objectives to really maximise your business potential – and to show you how to do this. It is anticipated that at the end of the course you will have worked on key sections of your own marketing plan using approaches and techniques to help identify and quantify major issues and opportunities, leading to winning action
plans.
Whilst you will focus primarily on your own markets there will be ample opportunity, in group sessions, to share knowledge and experience and apply this to your own strategic marketing situations and plans.
This course will not involve any breach of confi dentiality as those attending will, at all times, control the information they discuss and use in any practical exercises throughout.
However, we aim to add another dimension to earlier Marketing Planning programmes, which will enhance previous successful courses by including for the fi rst time your own case studies.
We believe this important new course benefi t is providing added value by enabling you to compare your own issues and experiences with those of other successful worldwide organisations.
IN THIS COURSE:
- You will be taken through a detailed marketing planning process, which you can use in your organisations to identify key plans andtranslate these into realisable objectives and appropriate strategies
- Throughout all the planning stages you will be presented with practical tools and techniques for analysis and planning – for example, to include the markets most attractive to you and key customer segments, competitive differentiation, customer satisfaction/loyalty and brand positioning
- You will be introduced to (or reacquainted with) the directional policy matrix, a key tool in the marketing planning process and one which is essential in writing and developing your marketing plans
- You will address in detail all the key strategic areas - products, place, availability and supply chains, promotional strategies and branding, sales planning and pricing for profi t: how you use these will determine your future market place success
- You will be encouraged to think creatively and introduced to appropriate techniques to support your planning process, increase competitive differentiation, customer satisfaction and achievement of planning objectives
- In the key area of implementation and transforming your plan into reality, you will be given guidance regarding developing an action plan, assessing measures of success and addressing all the key issues which you have to overcome to make things happen and achieve your major objectives
In addition to the interactive sessions during the course, if you wish to speak totally confi dentially about any specifi c aspects of your own marketing activities and plans you will be offered the opportunity for brief one-to-one meetings over lunch and after the course closes each day.
Who Should Attend?
- Heads of Marketing
- Marketing Managers
- Marketing Executives
- Directors of Marketing
- Sales Managers
- Market Analysts
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Hear What Delegates Have To Say About IIR’s Marketing Seminars:
“Up to date knowledge”
Sami Krietem, AVP Retail Banking, Cairo Amman Bank, Egypt
“Effective marketing tools are provided and the course leader encourages using them in our own company”
Archita Patel, Marketing Coordinator, Concept Group, UAE
“It was a good course for refreshing my marketing knowledge.”
Hanan Harhara, Marcom Analyst, ADNOC Distribution, UAE