Strategic Marketing Planning for 2024

Overview

Strategic marketing planning has never been more critical to business success. However, traditional planning approaches often fail to meet the demands of today's disrupted environment. Understand how you can future proof your marketing strategy and implement at a high-performance level. Explore how the role of brands and their relationship with consumers has changed. Gain practical insights into how marketing planning becomes more central and essential to wider business strategy. Develop your capability to make informed, sustainable marketing decisions at pace and to re-frame the case for marketing investment.

To help you unlock the advantage that high performing organisations gain from a new approach to marketing planning, the CIM have developed this intensive, one-day course, delivered by two leading industry practitioners. We will use real world examples throughout an interactive and engaging day where you experience the advantage of marketing strategies that are future proofed for tomorrow's disrupted environment.

The Macro Market View 

• The current economic, social and environmental context; how ESG impacts marketing planning 
• Exploring macro trends and implications 
• How to embrace disruption and future-proof marketing plans for a recession  
• How to align your marketing priorities to the new context 

Strategic Marketing 

• Learnings from previous recessions and how this overlays with accelerating trends: winners and losers  
• The impact of strategic thinking on marketing planning models 
• How marketing strategy becomes central to business success
• The sustainable business opportunity
• How brand, culture, reputation and trust inter-relate 

Innovation 

• Marketing’s role in delivering customer-centric, sustainable innovation at pace  
• Typologies of new products and the vital focus on relentless incremental innovation for growth
• Agile innovation, product stretches and new channel initiatives 
• Practical examples to draw on for inspiration and build confidence  

Brand 

• Managing the brand to strengthen your customer-centric, sustainable position 
• Dealing with the impact of low consumer confidence on brands   
• Developing and articulating the brand proposition 
• How new marketing priorities fit with brand building  

Who should attend?

This is a course for marketing managers, marketing directors, brand managers, entrepreneurs, consultants and agency directors who wish to rethink their marketing strategy in these extraordinary times. 

Learning outcomes

• The Macro Market View: The current economic, social and environmental context and business outlook  
• Strategic Marketing: The impact of strategic thinking on marketing planning models 
• Marketing Investment: how to re-frame the case for marketing investment and justify your budget 
• Leadership: The skills required for effective marketing leadership in challenging times. How to lead high performance level implementation.
• Innovation: Agile innovation, product stretches and new channel initiatives for growth
• New 'brandscape': Managing the brand to strengthen customer centricity and sustainability