Today's successful marketing strategists are required more than ever to produce innovative, timely and cost effective marketing strategies that display a clear focus on planning, analysis and return on investment. In order to do this, a marketing strategist needs to understand every detail of their products and services, where to position them, how and when to promote them, where the competition is and all aspects of market and consumer behaviour that will impact upon successful strategy implementation.

Planning for Excellence
• Aligning marketing plans with business value principles
• The fundamentals of planning
• Developing effective marketing plans
• Understanding the product life cycle in relation to your product/service

Analysing the Playing Field
• The fundamentals of effective marketing analysis - Where are we now?
• Undertaking an environmental audit
• Trend analysis - Market observations
• Portfolio analysis - Analysing the value chain
• Marketing research to extract key strategic information

Strategies for Success
• Competitor SWOT analysis - The Art of War
• Market segmentation strategies
• Assessing the marketing mix
• Differentiating and positioning the product
• Enhancing advertising and promotion
• Developing a brand strategy
• Pricing strategies and price determination
• Assessing product profitability
• Channel and distribution tactics

Becoming Intimate with your Customers
• Understanding consumer behaviour and demographics
• Developing customer insights
• Comprehending customer paradigms
• Delivering customer value
• Understanding human behaviour to build long-term customer relationships
• The principles of best practice customer relationship management
• Gathering information through sensory acuity
• Perception - Developing influence and impact
• Building upon the value of your brand and corporate image

Theory Into Practice
• Implementing your marketing strategies
• Ensuring new product success
• Continually developing the strategy through monitoring, evaluation and feedback
• 7 habits of highly effective markets

• Using a structured framework to formulate your marketing strategies
• Linking your business planning and marketing strategies to your company’s overall business strategy
• Searching for new opportunities and initiatives to improve market share
• Improving your knowledge and practice of competitor market research
• Utilising key tools, diagnostics and processes for developing and implementing your own marketing strategy
• Increasing your confidence and competence as a marketing strategist

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katuisciab@marcusevansuk.com - Marketing Director - Professional Training


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