The course is about strategic planning to get the most from your marketing budget. As well as covering gap analysis, targeting and segmentation, it also looks at new ideas and best practice. You will learn how to grow and defend your market position whilst maximising on profitability Course Outline: Marketing orientation: What determines a marketing-led company? The elements of the marketing mix: The classic four Ps of Marketing explained and used practically. Adapt a plan to brand/market needs: How to use the planning process for different brands at different stages of maturity. Marketing audit: The rules and guidelines for conducting a marketing audit. The tools of strategic marketing planning: An investigation into the planning tools available. Plc, portfolio planning, SWOT analysis. Segmentation, targeting and positioning: Identify the companys key target segments and access those segments. Competitive advantage analysis: Discover the roots of competitive advantage and how to determine the competitive advantage. Marketing research: The role of market research. A review of the techniques available and when to use the most appropriate technique. Setting goals and objectives: Use the analysis
