In today’s competitive markets, success depends on the quality and effectiveness of market led strategic planning. On paper the challenge is simple: identify your target customers and build them an offer that delivers a competitive advantage. Transforming product facing, financially driven strategies into effective market led approaches is not an easy process but it is increasingly recognised as critical to organisational success. This masterclass tackles the critical issues head on, enabling you to be the architect of competitive advantage and the engine of improved return on marketing investment.
The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today’s changing business environment drives the continual search for competitive advantage this workshop is designed to provide delegates with the knowledge, tools and techniques to achieve this. The programme is split with a 3 day and then 2 day delivery which includes mentoring and clinic sessions ensuring delegates have the confidence and support to instigate changes in their own business context. Please contact our Sales team to confirm dates.

Who should attend?

Organisations wanting to improve their external focus or the effectiveness of their marketing activity - whether public or private sectors - will benefit from this programme.
Delegates need to be experienced managers, from a marketing or non-marketing background, involved with their business planning and strategy development and/or who have authority to develop and implement marketing plans and strategy. Marketers with strategic responsibility and those developing into senior organisational roles will find this programme valuable as will those marketing practitioners, responsible for operational marketing plans and their return on investment.

Learning outcomes

• Marketing’s role in organisations today
• The challenge of establishing a market orientation
• Structure of a customer-focused marketing plan
• The tools of internal and external analysis
• The strategic marketing planning process
• Aligning strategic, operational and tactical level plans
• The challenges of segmentation in both B2B and B2C organisations
• Developing the value proposition
• From product to service to solution
• Brand strategy and delivering the brand promise
• Metrics to evaluate and improve future marketing performance.

Course Dates

Start Date Days Location
06 Nov 2019 5 London
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12 May 2020 5 London
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Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.


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

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