Strategic Marketing Techniques

OBJECTIVES:

1. To develop a fuller understanding of the role of marketing strategy in an organization
2. To learn how it dovetails with corporate and other functional plans
3. To learn the process of creating strategies for a variety of markets, situations
4. To practice and use the strategic marketing tools
5. To put together a marketing strategy plan
6. To appreciate the issues involved in implementation

WHO SHOULD ATTEND?

Senior sales and marketing personnel, and those responsible for strategic decision making, fro senior managers to CEO's.  Suitable for delegates both from the private sector as well as the public sector and government, as well as product and service companies

PROGRAM TOPICS:

Module 1

• What is strategy?
• Strategic marketing and planning in the corporate context
• What business are we in
• Drivers of change
• Stakeholders "interest" in strategy

Module 2

• What is marketing planning?
• Mission statements
• Strategic Intent
• Where are we now?
• The marketing audit
• Porters competitor analysis
• The SWOT

Module 3

• Where do we want to be?
• Setting objectives and aims
• Forecasting
• Segmentation, targeting and positioning
• Market research and the MIS
• Porter's Generic Strategy
• Marketing strategies for specific situations

Module 4

• How might we get there?
• The alternative directions
• Special launch promotion strategies
• The marketing mixes in strategy development
• Relationship marketing as a competitive strategy
• How to evaluate strategies

Module 5

• Issues facing implementing the marketing strategies
• The importance of managing change
• Developing the control measures and key performance indicators
• Creating the budget to support the strategies
• Setting out the plan

WORKSHOP STYLE:

This will be a participative workshop with a mix of interactive learning sessions, exercises and discussions aimed to provide maximum impact and learning retention for all delegates.