Course Objectives

• To provide concise, comprehensive coverage of marketing strategies and techniques which have been proven to work in organizations large and small
• To grasp and practice the essential skills in the areas of:
  • Strategic planning
  • Product development
  • Pricing strategies
  • Promotional strategies

To give non marketing personnel exposure to best practice when developing strategies to launch and promote products and services.

• To ensure that attendees are abreast of the latest thinking in marketing
• Speak confidently at a senior level about marketing strategies
• Represent yourself and your organization well when instructing marketing agencies and suppliers
• Identify the most appropriate marketing strategies and tactics for each product or service in your organization’s product range

Course Outline

• Strategic Marketing Planning

• Marketing defined
• Role of Marketing in the Organization
• Vision and Mission from a marketing perspective
• Alignment with the company’s aims and objectives
• The marketing process
• The 7 Ps of Marketing
• Strategies vs. Tactics

• Developing a Customer-Led Approach to Marketing

• Market research and gathering market intelligence
• Getting inside the mind of the buyer
• Developing a USP which matters to the buyer
• Understanding trends and anticipating customer wants and needs
• Market Segmentation and Positioning
• Strategies for marketing to consumers, organizations and resellers

• Expanding the Marketing Mix

• Product
  • New product development
  • Developing a range of products
  • Understanding the product life cycle
  • Developing strategies for different stages of the life cycle
  • Branding decisions
  • Packaging and labelling
• Price.
  • How your price positions you in the mind of the buyer
  • Pricing strategies and decisions
  • Considerations when choosing a price: product mix, promotional pricing, geographical pricing
• Place
  • Selecting the right distribution channels
  • Selling though retailers, wholesalers and other resellers
  • Selling directly to consumers
  • Using the internet to sell products and service
• People
  • People are our greatest asset’ – why people are included
  • Using your staff to convey the company brand values
  • How Marketing relates to Human Resources and Customer Service
• Process.
  • Taking a marketing led approach to internal processes and systems
  • Making your process your USP
• Physical Evidence.
  • How to show evidence of the quality of your product or service
  • Using case studies and testimonials
  • Getting third party endorsements of your product or service
• Promotion:
  • Selecting the right promotional strategies
  • BTL and ATL marketing activities
  • Advertising
  • Direct Marketing
  • Direct Sales
  • Internet Marketing
  • Public Relations
  • Referral Strategies
  • Sales Promotion
  • Social Media

• Writing the Marketing Plan
  • What goes into a strategic marketing plan
  • How to plan a promotional campaign
  • How to get internal support for your plan

Who Should Attend?

• Persons who would like to

• Develop their strategic planning 
• Creating successful product and services
• wider understanding of marketing and strategic planning
• wish to move into a sales and marketing management position