Marketing Strategy and Planning

• Enhance your skill and confidence in marketing planning
• Be able to better use customer insight to drive segmentation and planning
• Get maximum effect from your precious marketing resources
• Gain a common language and toolset for planning
• Be able to segment your customer base/market and prioritise the most attractive customers
• Be able to design value propositions that differentiate you from competitors
• Leading edge customer insight techniques to identify and satisfy unmet needs
• Be able to design channel strategies to reduce costs and increase market coverage without damaging customer experience
• Be able to sell your ideas to your board.

This highly practical programme alternates between theory and practice by working on real life plans. We will share our wealth of experience of what works and what doesn’t, which has been gained through decades of working with blue-chips on their marketing planning processes.

We help you to gain confidence in how to form marketing strategies which start with your customers’ needs rather than your existing products. This confidence will allow you to be more ambitious, set your sights higher, and really make the most of the limited resources available to you. You also gain a vocabulary and toolset to help you with your strategic marketing plans.

You will practice:

• Segmentation
• Prioritising segments
• Understanding customer needs by segment
• Creating value propositions
• Developing marketing strategies
• Creating multichannel strategy
• CRM benchmarking
• Implementation.

As part of the course you receive a copy of Marketing Plans: How to prepare them, how to use them, written by Malcolm McDonald and Hugh Wilson (7th Edition). The book has sold over half a million copies and is the best-selling book on marketing planning.