Methodology

The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.

Course Objectives

By the end of the course, participants will be able to:

Explore the fundamental concepts and scope of strategic marketing planning, including the various elements that constitute an effective marketing plan

Master the marketing research process and develop analytical skills to evaluate the business marketing situation while developing a clear marketing vision and mission

Apply practical skills in implementing the market segmentation process and create compelling value propositions tailored to segmented markets

Analyze different strategic marketing alternatives, set SMART objectives and targets, and utilize tools like the balanced scorecard and KPIs to inform strategic decision-making

Use the marketing mix model and develop effective marketing mix strategies to achieve organizational goals

Target Audience

General managers, marketing managers, product and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.

Target Competencies

Conducting micro and macro market analysis

Producing a marketing mix

Setting 'SMART' goals

Developing blue ocean strategies

Conducting market research

Preparing a positioning strategy

Structuring a marketing plan