Strategic Marketing Planning

A One-Day Programme

Course Aim

This strategic marketing planning course outlines the process to define and drive a coordinated long term future direction for an organisation. This course is designed for managers and directors from small to large businesses who need a deeper understanding of how to develop an integrated marketing strategy. It is also appropriate for marketing people with at least two years experience in the discipline who are embarking on their first strategic planning project or in a dedicated business planning role.

Course Objectives

By the end of this course delegates will be able to:

• Create a strategic plan that is the central hub for new product and service development, marketing communications plans, customer service and targeted sales and account management for optimum business development
• Develop analytical skills and gain a deeper understanding of business processes and how they can be best used to deliver greater value to customers

Course Content

• How to develop a customer-focused long term direction for your business to deliver optimum growth and profit
• Align your business processes and turn high level strategy into operational plans
• How to focus your business onto core competency to achieve competitive advantage
• Create a measurable return on investment whilst achieving objectives
• How to develop strategic pricing strategies to improve cash flow and profit
• The strategic benefits of an integrated marketing mix, including product and service innovation