In this course the participants will understand the structured process of how to build a marketing plan customized for their situation. They will find out how marketing planning works and how they should document their ideas in a marketing plan. They will become competent in developing a marketing plan by going through a number of stages of the marketing planning process. They will work with practical checklists at each stage that enable them to formulate the right questions and They will master the key elements of a complete marketing plan.
Construct a marketing plan in general and specifically for their company
Develop a plan for a new product
Understand what analyses need to be carried out at the outset
Define the market, customer segments and buying behaviour
Apply control procedures necessary to monitor successful implementation of the marketing plan.
Who Should Attend?
Directors and managers
Those who would like to develop and enhance their marketing skills
Day One: Introduction to Marketing Planning
Three levels of planning
Marketing and the mission statement
Analysing the current situation: internal audit, external audit
Day Two: Analysing customers and markets; segmentation, targeting, positioning
Market definition (potential-,target market)
Market segmentation process
4 different targeting strategies
The positioning process
Day Three: Planning direction, objectives and strategy