This stimulating 3 day workshop guides you through each step of the process of developing your own strategic and tactical marketing plan, to increase your competitive advantage in the market place.
A combination of tried and tested marketing tools and frameworks will be used, as well as newly developed ones, to reflect the ever changing nature of our profession. A range of techniques are used to make the learning experience real and lasting, including group exercises, mini case studies, self-tests and video clips.
You’ll build up your own plan as the workshop proceeds, using building blocks which you can adapt and tailor to your own situation, and which you will take away with you at the end of the course.

Who should attend?

This course is very suitable for marketers who are moving into roles which are more strategic, therefore requiring knowledge of a wider range of tools. It will also be valuable for current marketers who want to refresh their knowledge of how to structure a plan. Finally, those managers from other related disciplines, such as Sales, R & D & Operations, will gain a great deal from an appreciation of what true Marketing entails.
Formal marketing qualifications are not a pre-requisite for this course.

Learning outcomes

• Marketing – its scope & scale
• Market orientation
• Organisation objectives (Vision, Mission, Values, Brand)
• Situation audit:
– Market research data – where to find it
– External environment – PESTEL, 5 Forces, competitor benchmarking
– Internal environment – portfolio analysis, innovation audit
– The marketing audit – SWOT and TOWS
• Strategic planning
– Corporate and marketing objectives
– Types of growth – product/market matrix (PMM)
– Latest thinking on PMM
– Customer segmentation and targeting
– Positioning – perceptual mapping & strategy canvases
• Tactical Planning
– Marketing mix: 4Ps + 3 Service Ps
– Latest thinking on Marketing Mix (2016)
– Implementation – action plans
– Control – key performance indicators (balanced scorecard framework)

Course Dates

Start Date Days Location
Please select course type: Residential: Non-residential:
18 Nov 2019 3 Cookham
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10 Feb 2020 3 London
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Please select course type: Residential: Non-residential:
08 Jun 2020 3 Cookham
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Course Director

Tony Lindley

The course director Tony Lindley has worked in senior positions in sales and marketing all his working life, as a practitioner and then as a facilitator and consultant. Combining his practitioner and communications skills, his strategic internal communications and strategic marketing programmes have been successfully delivered to thousands of delegates, who have put their learning into practice immediately within their enterprises.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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