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Course Details

Marketing Planning
Product Management 1
Product Management 2
Strategic Analysis
Strategy Development
Valuing Marketing
Influencing the Business
Marketing Communications 1
Marketing Communications 2
Marketing Communications 3
Managing Marketing Assets
Build a CRM Business Case
CRM Planning & Selection
How to Implement CRM


Strategic Analysis Understanding the Marketplace

Aims and Objectives

This 3-day module explores some of the key issues that your organisation faces from the macro and micro business environment as well as from its own internal characteristics. The aim is to develop the capability to understand the external and internal environments as part of developing strategies and tactics to maximise your organisation's position in it.

What the workshop will cover

  • Principles of environmental analysis: Implications of environmental change. Benefits of analysis. Analytical Process the TOWS/SWOT process
  • Key trends in your environment
  • Macro and micro environmental analysis: the principles, key factors
  • Customer and patient analysis: buyer behaviour, segmentation, CRM
  • Competitive analysis: types of competition, identifying and analysing competitors objectives and strategies, profiling competitors, differential advantage
  • The internal audit: the principles, key factors, determining which issues to audit, audit methods, interpreting the data.

On completion the delegates should be able to:

  • Carry out and interpret an internal marketing audit
  • Conduct a customer and competitive analysis
  • Identify their key information needs and sources
  • Determine the priorities for strategic action within their business areas
  • Evaluate the likely outcome of strategic actions

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone  - +44 (0) 118 9813224.


DSM provides a range of in-company training courses as well as competency and training needs assessment services. Tailored training programmes are usually built from a menu of standard options and customised material. In-company courses can be cost effective for groups of 6 or more delegates, depending on the amount of customisation required. The info box on the left of this screen gives a list of sample courses.

Click here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.

Consultancy Services

Consultancy projects are tailored to meet the requirements of each situation and client. The services we offer include:

  • Sales & marketing audits

  • Sales & marketing process assessment & redesign

  • Marketing planning

  • Marketing strategy assessment & design

  • Marketing competency assessment

  • Training needs analysis

  • Coaching & mentoring

Click here for further examples of consulting projects and here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.


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