Strategic Marketing
Overview
Strategic marketing decides where an organisation competes and how it wins. This course covers market analysis, segmentation, targeting and positioning, the marketing mix, and building a marketing plan with clear objectives, budgets and measures of success.
Who should attend
Marketing managers and executives, product and brand managers, business development staff and managers who set commercial strategy.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Analyse markets, customers and competitors
- Segment markets and choose target customers
- Define a clear positioning and value proposition
- Design the marketing mix for a target segment
- Build and measure a marketing plan
Course outline
Day 1Marketing and Strategy
- The role of marketing in strategy
- Market orientation
- Marketing strategy process
- Growth options and the Ansoff matrix
- Portfolio analysis
- Case study: a strategic marketing turnaround
Day 2Market Analysis
- PESTEL and industry analysis
- Customer research and insight
- Competitor analysis
- Market sizing
- SWOT for marketing
- Workshop: analyse your market
Day 3Segmentation and Positioning
- Segmentation bases
- Evaluating and choosing segments
- Positioning and perceptual maps
- Value propositions
- Brand positioning statements
- Exercise: position an offer
Day 4The Marketing Mix
- Product and service decisions
- Pricing strategies
- Channels and distribution
- Integrated communications
- People, process and physical evidence
- Exercise: design the mix
Day 5The Marketing Plan
- Objectives and targets
- Budgeting marketing
- Marketing metrics and ROI
- Implementation and control
- Presenting the plan
- Build your marketing plan
