Objectives:

• To understand the vital elements which constitute an effective and powerful marketing strategy

• To determine the difference between a 'marketing strategy' and 'marketing tactics', and how we integrate both of them to work effectively together

• To review the Strategic Marketing Planning Process

• To review the latest trends in marketing, such as Radical Marketing, Viral Marketing, etc.

• To fully understand your market (i.e. your customers' wants and needs)

• To understand different approaches to marketing success

• To build, and track, the key success measures that represent growth in the marketplace

Outline:

• Introduction To Strategic Marketing

• Strategic Vs Tactical Marketing Plans

• Product Lifecycle Management

• The Marketing Cycle

• Where Marketing Fits With Strategy

• Marketing Fundamentals

• Customer Value Proposition

• Marketing Vs Sales Perspectives

• The Marketing Mix Framework

• The Power Of Differentiation

• The Strategic Marketing Planning Process

• The Ten Steps Of The Strategic Marketing Process

• The Marketing Audit

• Industry Analysis

• Sales & Competitive Analysis

• Understanding Customer Needs

• The Consumer's Buying Decision Process

• Maslow's Hierarchy Of Needs

• Cultural Influences On Consumer Buying Behaviour

• The Decision Making Unit

• Consumer Analysis

• The Performance Environment

• The Internal Environment

• SWOT Analysis

• Setting Marketing Strategies & Objectives

• SMART(ER) Objectives

• GAP Analysis

• Root Cause Analysis

• The Marketing Strategy

• The Objective - Strategy Model

• The Power Of Brand Building

• Brand Building

• Managing The Brand

• 'Winning' The Brand

• The Brand DNA

• New Age Marketing

• Radical Marketing

• Viral Marketing

• Good Cause Marketing

• E-Marketing

• Controlling & Evaluating For Success

• Measuring Success

• Critical Success Factors

• Implementing The Strategy

• Scheduling & Resource Requirements

• Financial Information

• Financial Capsule

• Financial Assumptions

• Marketing Budget