Developing Effective Marketing Strategies

Introduction

This is a practitioner-oriented seminar focusing on the thinking processes and tools needed to develop practical marketing plans to build sustainable competitive advantage for enduring customer loyalty and long-run profitability for the organisation. It provides a foundational approach to making customers buy repeatedly from you.

Benefits to You

Business Outcomes

By attending this program, participants will have acquired a practitioner’s thought process to help them methodically address the various components of a marketing mix and thus evolve a practical set of decisions which will form the marketing strategy to guide their company’s effort to protect their existing customers and win new customers.

This program helps them surface the issues and questions for which they will have to find the information and answers to. It does not provide the answers for an effective marketing strategy but rather an effective process to help them develop one.

Learning Outcomes

• Aware of the thinking process and key components needed in developing a practical marketing plan
• Able to link the business unit strategy with each component of the marketing strategy
• Able to identify the relevant tools, techniques & thoughts for their marketing issues

Programme Outline

• Strategic implications of marketing for business growth

• Marketing analytical framework and tools

  • Market analysis
  • Customer analysis
  • Competitor analysis
  • Company analysis
  • Competitive strategies

• Strategic positioning and branding

• Pricing strategies

• Channel strategies

• Communication strategies

• Net Marketing Contribution

• Implementation and control

• Marketing ROI and metrics