How to Build a Marketing Strategy
Duration: 3 days
Target Audience: This programme is designed to give managers from all disciplines an understanding of how to construct a marketing strategy. It will give marketing executives the knowledge they require to develop and communicate marketing strategies and enable non-marketing executives to support the role of marketing within the wider business plan.
Key Learning Outcomes
- Learn how to develop marketing tactics that are aligned with your corporate strategy.
- Explore how to improve the interaction of marketing with other disciplines.
- Understand how to evaluate the internal and external environment, and assess competitors and their strategic intent.
- Discover how to strategically position the organisation in the marketplace.
- Learn how to create and enforce the brand proposition in the strategy.
- Communicate and implement the strategy effectively internally and externally.
Course Delivery Includes:
- Theory: Latest best practice
- Team discussions
- Individual and group exercises
- Case studies
- Technique application practice
- Personal action planning
Course Outline: How to Build a Marketing Strategy
DAY 1
Marketing in the Organisation
Understanding the role and scope of marketing
How marketing contributes to the organisation
How marketing objectives are aligned with other objectives
How objectives conflict
A Customer Focus and Culture
Understanding the importance of customer focus
How customer focus drives the organisation
The effect of corporate culture on customer focus
Understanding the Environment
How to assess the limitations of the organisation
Understanding the micro-environment
Assessing the macro-environment
Analysing competitors
Evaluating Strategic Options
Looking at a range of possible strategies
Matching strategies to resources and context
Push pull and profile
DAY 2
Defining the Position
How customers perceive your organisation
How the organisation perceives itself
Establishing a position
The role of branding and how it affects position
Making the message consistent
Developing a strategy statement
At the Heart of Strategy - Segmentation and Targeting
Developing a sense of direction
The principles and practice of segmentation
Profiling and targeting
Defining customers by potential lifetime value
Setting Marketing Objectives
How to define the objectives
Making the objectives SMART
Using higher level objectives to set lower level objectives
DAY 3
Constructing the Marketing Plan
Product range, service and price
Using the right communications methods
Establishing and communicating the message
Developing and supporting channel partners
Tackling the issue of culture
Putting the right processes in place
Using CRM to make the plan work
Policing the brand
Putting it into practice
Setting the Budget
Key elements in the budget
Getting a return on investment
Monitoring spend
Measuring Effectiveness
Implementing the plan
Why measurement is necessary
Defining the measurement criteria
Measuring the impact of different marketing actions
Justifying the cost of marketing against results