The Course Content
Day One: Understanding the Structure and the Approach
How to write a structured marketing plan
How to develop the plan
How to align your plan with the corporate strategy
Defining the brand principles
Positioning the brand
Day Two: Understanding the Market and the Customers
Building relationships with stakeholders
Scoping the market
Acquiring market knowledge and insight
Understanding the market drivers
Understanding customers, decision-makers and decision-process
Identifying customers’ challenges, to discover what they value
Day Three: Understanding the Competitors, Defining the Strategy and Targets
Understanding competitors
Assessing your organisation’s capabilities and limitations
Measuring market attractiveness and defining strategic options
Setting marketing objectives
Creating and describing the marketing strategy
Integrating marketing strategy and sales strategy
Defining target groups, assigning priorities and tasks
Day Four: Constructing the Mix, to Deliver Superior Value Propositions
How to create differential advantage
Defining the propositions
Winning on value not on price
Creating the right marketing communications mix
Constructing the right messages and tools
Aligning the sales activities with marketing
Day Five: Supporting Intermediaries, Implementing and Controlling the Plan
Supporting intermediaries
Defining the schedule and responsibilities
Defining resources and constructing a budget
Controlling and verifying the plan
Contingency planning
How to write the plan