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The Chartered Institute of Marketing

Marketing Strategy in Practice

Nov 18—20, 2019
3 days
Cookham, United Kingdom
GBP 1875 ≈USD 2412
GBP 625 per day
Feb 10—12, 2020
3 days
London, United Kingdom
GBP 1875 ≈USD 2412
GBP 625 per day
Jun 8—10, 2020
3 days
Cookham, United Kingdom
GBP 1875 ≈USD 2412
GBP 625 per day

How it works


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Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their enterprises. For this to happen, it is crucially important to implement the series of steps necessary to construct and carry out an effective marketing plan. This three day course provides the immersion necessary to embed this process in an inspiring and practical way.

Learning outcomes

  • The key components of marketing orientation.
  • Vision, mission, values, brand analysis.

Situation analysis:

  • External environment – PEST & 5 Forces analysis.
  • Internal environment – classifying strengths and weaknesses.
  • Coordinating the marketing audit – the SWOT/TOWS analysis.


  • Setting strategic marketing objectives, using the product/market matrix.
  • Understanding existing and potential customers.
  • Segmenting customers, selecting the best targets.
  • Positioning our offerings, using positioning maps and strategy canvases.


  • The 7 elements of the Marketing Mix.


  • Implementation.
  • Control – use of key performance indicators.
  • Evaluation.

The Plan:

  • Putting it all together into an actionable plan.

Who should attend

Marketers who are moving into roles which are increasingly strategic. • It will also be valuable for existing marketing managers who want to refresh their knowledge of tools and frameworks in a practical way. • Sales people, and managers from other disciplines, will gain a thorough appreciation of the strategic marketing process. • Formal marketing qualifications are not a prerequisite for this course.


An innovator is his own right, Tony Lindley is a highly experienced marketing trainer and is also Managing Director of his own consultancy and training business. Since starting his business career with industrial conglomerate GKN, Tony worked in sales and marketing for a number of blue chip co...

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