Introduction to Marketing Planning

Overview

Marketing planning allows an organisation to bring together all the elements of marketing thus providing clear direction in relation to the key marketing value drivers. Developing an insightful marketing plan ensures marketers contribute at a strategic level in the organisation.

Benefits to you and your organisation

This course will give you a clear step-by-step process to produce an effective marketing plan. You will conduct a marketing audit, generate alternative growth strategies and select a brand position based on clear competitive advantage. You will leave more confident in your abilities to operate at a strategic level in your organisation.

Through the application of a case study, your managers will be able to write more effective marketing plans, manage the process of putting plans together and ensure their implementation back at work. This will lead to more satisfied customers and better bottom line performance.

Who this course is for

This course is especially useful for marketing managers having to prepare a marketing plan for the first time or who are reviewing the effectiveness of current plans. Senior Managers will also find this workshop invaluable when needing to evaluate the plans submitted to them by specialists.

What you will learn

• Apply a logical, easy to understand, step-by-step process to produce a sound marketing plan.
• Conduct a marketing audit and make SWOT analysis more effective.
• Write marketing objectives and determine the strategic thrust of your organisation.
• Segment your market and develop a brand positioning statement.
• Obtain maximum support from colleagues in preparing and implementing marketing plans.
• Develop marketing plans with greater confidence.
• Contribute more to the effectiveness of your organisation.

Course content

• Defining marketing and the marketing planning process.
• Marketing audit including macro, micro and internal factors summarised into a SWOT and key issues analysis.
• Setting objectives and generating alternative growth strategies including market penetration, market development, new product development and diversification.
• Market segmentation and brand positioning.
• The outline marketing mix.
• Implementation and control including the process of planning, allocating, monitoring, organising and internal marketing issues.
• Action planning and review.

Learning approach

This course is designed to help you write better marketing plans and manage the implementation process. It provides a clear framework and allows you to apply the principles presented to a case situation. This reinforces your learning in a fun and interactive environment, making application easier back at work.