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Objectives
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To understand the vital elements which constitute an effective and powerful marketing strategy
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To determine the difference between a 'marketing strategy' and 'marketing tactics', and how we integrate both of them to work effectively together
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To review the Strategic Marketing Planning Process
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To review the latest trends in marketing, such as Radical Marketing, Viral Marketing, etc.
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To fully understand your market (i.e. your customers' wants and needs)
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To understand different approaches to marketing success
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To build, and track, the key success measures that represent growth in the marketplace
Outline:
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Introduction To Strategic Marketing
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Strategic Vs Tactical Marketing Plans
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Product Lifecycle Management
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The Marketing Cycle
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Where Marketing Fits With Strategy
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Marketing Fundamentals
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Customer Value Proposition
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Marketing Vs Sales Perspectives
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The Marketing Mix Framework
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The Power Of Differentiation
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The Strategic Marketing Planning Process
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The Ten Steps Of The Strategic Marketing Process
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The Marketing Audit
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Industry Analysis
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Sales & Competitive Analysis
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Understanding Customer Needs
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The Consumer's Buying Decision Process
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Maslow's Hierarchy Of Needs
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Cultural Influences On Consumer Buying Behaviour
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The Decision Making Unit
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Consumer Analysis
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The Performance Environment
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The Internal Environment
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SWOT Analysis
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Setting Marketing Strategies & Objectives
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SMART(ER) Objectives
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GAP Analysis
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Root Cause Analysis
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The Marketing Strategy
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The Objective - Strategy Model
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The Power Of Brand Building
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Brand Building
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Managing The Brand
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'Winning' The Brand
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The Brand DNA
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New Age Marketing
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Radical Marketing
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Viral Marketing
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Good Cause Marketing
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E-Marketing
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Controlling & Evaluating For Success
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Measuring Success
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Critical Success Factors
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Implementing The Strategy
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Scheduling & Resource Requirements
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Financial Information
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Financial Capsule
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Financial Assumptions
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Marketing Budget
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