Marketing, Sales and Client Relationships
Marketing Plans: How to prepare them, how to use them
This programme helps you to prioritise resources in challenging times. It helps you to achieve the maximum business benefit by developing marketing plans that focus on sources of differentiation other than price, hence protecting margins and growing revenue. By the end of the programme, you will have a step-by-step process for developing marketing strategies that really work and that achieve the organisation’s goals. You will be able to organise the planning process effectively and get buy-in from internal and external stakeholders.
What will I get out of the programme?
You will:
- Enhance your skill and confidence in marketing planning
- Be able to better use customer insight to drive segmentation and planning
- Get maximum effect from your precious marketing resources
- Gain a common language and toolset for planning
- Be able to segment your customer base/market and prioritise the most attractive customers
- Be able to design value propositions that differentiate you from competitors
- Identify the customer insight that you really need
- Be able to design channel strategies to reduce costs and increase market coverage without damaging customer experience
- Be able to sell your ideas to your board.
What is the programme about?
This programme alternates between theory and practice by working on real life plans. We will share our wealth of experience of what works and what doesn’t, which has been gained through decades of working with blue-chips on their marketing planning processes.
We help you to gain confidence in how to form marketing strategies which start with your customers’ needs rather than your existing products. This confidence will allow you to be more ambitious and set your sights higher. You also gain a vocabulary and toolset to help you with your strategic marketing plans.
You will practice:
- Segmentation
- Prioritising segments
- Understanding customer needs by segment
- Developing marketing strategies
- Designing channel strategy
- Implementation.
As part of the course you receive a copy of
Marketing Plans: How to prepare them, how to use them, written by Malcolm McDonald and Hugh Wilson. The 7th Edition of this book is available in February 2011. The book has sold 0.5 million copies and is the best-selling book on marketing planning.
Who is the programme for?
Marketing Executives and product managers who need to develop more effective marketing plans that achieve the most from the resources available. Marketing directors and senior managers who need to drive segmentation and plan development, but equally, general managers who need a framework for developing strategy, and senior managers in other functions who need to participate fully.
Teams are welcome to attend and work on a plan for their own company (maximum 5 delegates per organisation).
Director
Hugh Wilson
Malcolm McDonald