Marketing Strategies and Planning

Introduction

Operating a successful business requires ongoing assessments of how marketing resources are allocated relative to meeting the company’s financial goals. The most wonderful and beneficial products in the world won’t mean a thing in regards to your company’s financial bottom line if nobody knows about them. For this reason, acquiring professional-level marketing skills are a must when it comes to helping your business live up to its full potential. Marketing strategies and planning help translate financial goals into action steps to drive demand for a company’s products or services.

The strategic planning process assesses the internal and external environments in which your business operates. It focuses on identifying a business’ strategic or core competency relative to market opportunities. An organisation’s marketing strategy lays the foundation for building an effective marketing plan. This programme is designed to give participants a deep dive into core marketing strategies, best practices, and planning principles such as customer and competitor analysis, value pricing, relationship management, brand management, and social media marketing.

This seminar will highlight skills to:

• Analyze existing product and markets in terms of the ability to gain market share, grow revenue and, sustain or grow profitability
• Establish metrics for the measurement of marketing programme effectiveness
• Oversee the company marketing function to identify new customers for products and services
• Establish short and long-range marketing plans, objectives, and operating procedures
• Explore new ways to identify and engage new customers using social media platforms

Programme Objectives

At the end of this seminar, you will learn to:

• Develop a marketing strategy for your company to meet agreed marketing objectives
• Plan, budget and implement effective marketing initiatives
• Build trust, communicate effectively, and collaborate with other stakeholders
• Develop effective marketing communication programmes
• Conduct periodic analysis of marketing efforts, effectiveness and ROI
• Analyze market trends and recommend changes to marketing and business development strategies

Training Methodology

This training programme encourages delegate participation through a combination of lectures, group discussion, practical exercises, case studies, video clips, and breakout sessions designed to reinforce new skills.

Organisational Impact

Major benefits to the ogranisation include:

• Cost and time savings generated from more effective marketing strategies
• Improved professional public image
• Increased brand recognition and loyalty
• Greater long-term profitability
• Integrated marketing strategy throughout the organisation
• Higher level of customer satisfaction and retention

Personal Impact

Participants will gain the following significant benefits:

• Higher level of marketing skills and job satisfaction
• Improved ability to implement and realise specific goals
• Enhanced communication and persuasion capability
• Greater confidence as a marketing professional
• Improved productivity and adherence to quality standards
• Increased potential for promotion

Day1 - Communication Strategies to Improve Marketing Effectiveness

• Time-proven marketing principles and persuasion techniques
• Written communication best practices
• Direct Marketing: Telephone and email marketing
• Public speaking and presentation skills development
• Interpreting nonverbal communication
• Aligning your marketing message to your customer’s “buying style”

Day2 - Competitive Marketing Planning Best Practices

• Tactical versus Strategic Marketing Plans
• Customer segmentation analysis
• Brand positioning and strategic marketing planning
• Business promotion and event planning
• Developing Marketing Key Performance Indicators
• Aligning your marketing mix elements with organisational goals

Day3 - Driving the Total Customer Marketing Experience

• Identifying internal and external customer expectations
• Customer Lifetime Value
• Going the Extra Mile to exceed customer expectations
• Designing a customer-centric digital marketing strategy
• Customer feedback: Marketing to the voice of the customer
• Customer service recovery best practices

Day4 - Digital and Social Media Marketing Planning

• Harnessing the power of your social media marketing plan
• Implementing online marketing best practices
• Initiating a social media engagement plan
• Search Engine Optimisation strategies
• Facebook and Twitter marketing campaigns
• Online reputation management

Day5 - Creating an Effective Business Marketing Plan

• Utilizing SWOT to prepare a company’s “situation analysis”
• Customer profiling: Identifying your target audience
• Sitting SMART marketing objectives
• Developing marketing communications and tactics
• Establishing a marketing budget plan
• Implementing the marketing plan throughout the organisation