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The Strategic Marketing Plan

The Strategic Marketing Plan

Why Attend

A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing and identifying target markets and developing a strategic position for the company in order to implement the strategy. The course covers everything from preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.

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Overview
Course Methodology

The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.

Course Objectives

By the end of the course, participants will be able to:

  • Apply a logical step-by-step process to produce a sound marketing plan
  • Devise a marketing plan that builds on marketing audit findings
  • Use marketing audit findings to identify effective strategies and tactics
  • Develop the components of the strategic marketing plan
  • Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
Target Audience

General managers, marketing managers, product and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.

Target Competencies
  • Micro and macro analysis
  • Setting marketing mix
  • Devising 'SMART' goals
  • Blue ocean strategies
  • Managing business portfolio
  • Producing a Boston Consulting Group matrix
  • Structuring a marketing plan
Note

This course is endorsed by the Institute of Sales Management (ISM).

Course Outline
  • The marketing concept
    • Scope and functions
    • Competitive pressures changing the world
    • The smart bomb strategic approach
    • Definition of strategic planning
    • Organizing the general planning framework
  • The marketing planning process
    • The benefits of planning
    • Reasons to write a marketing plan
    • The marketing plan format
    • The marketing planning process
    • Setting 'SMART' objectives and goals
    • Linking the marketing strategy to the vision, mission and objectives of the company
  • The business situation analysis
    • The components of a company’s environment
    • The framework for competitive analysis
    • Components of internal analysis
    • Components of external analysis
    • Competitive and customer analysis
    • Environmental analysis
    • 'SWOT' analysis
    • The five forces diagram
    • Portfolio analysis and design (the Boston Consulting Group matrix)
    • Workshop: marketing analysis
  • Planning segmentation, targeting and Positioning
    • Basis for segmentation
    • Benefits of segmentation
    • The market segmentation process
    • Criteria for B to B segmentation
    • Effective positioning
    • Steps in market segmentation, targeting, and positioning
    • Creating a powerful value proposition
    • Workshop: crafting a value proposition and positioning
  • Strategy development
    • Considering different strategic alternatives ('TOWS' analysis)
    • Analyzing different marketing strategies
    • The growth strategy matrix
    • Factors shaping the choice of strategy
    • Blue ocean versus red ocean strategies
    • Workshop: formulating strategies and contingencies
  • Tactical planning applications
    • Setting the scene: the marketing mix
    • The components of the marketing mix
    • Using the marketing mix model
    • Workshop: setting the marketing mix
Associations
Associations
Institute of Sales Management (ISM)

Meirc is a recognized center and an endorsed training partner for the Institute of Sales Management (ISM*). This endorsement is a badge of recognition for the high quality sales and marketing training courses offered by Meirc Training & Consulting. Upon successfully completing any of these courses, participants will be awarded an ISM Certificate in addition to the certificate they receive from Meirc Training & Consulting.

*ISM is the UK’s largest professional body for salespeople and is the authoritative voice of selling and the custodian of sales standards, ethics and best practice. The core mission of the ISM is to promote standards of excellence in sales and sales management and enhance the prestige, integrity and profile of the sales profession as a whole and to inspire sales and marketing personnel to greater heights of achievement. ISM qualifications are vocationally-related, globally-recognized and are overseen by the UK government’s regulator Ofqual so you can be sure they meet the highest standards.

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Schedule & Fees

2023 Schedule & Fees

Location & Date
24 - 28 Sep, 2023
Dubai
Arabic
Rotana Arjaan Media City
Fees
Per participant

USD 4950

Fees + VAT as applicable

(including coffee breaks and a buffet lunch daily)

Discount Plans & Cancellations Policy

Meirc reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

Tax Registration Number: 100239834300003

Virtual Learning

This course is also offered in Virtual Learning, click on the course below.

The Strategic Marketing Plan - Virtual Learning
Meirc Online Learning Solutions
The Strategic Marketing Plan - Virtual Learning
24 - 28 Sep, 2023
Arabic
Virtual Learning
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