Strategy Development and Strategic Marketing Planning

Aims and Objectives

The purpose of this 3-day course is to provide the opportunity for the delegate to develop their strategic thinking in a marketing context.  The move from the tactical implementation of marketing plans to the responsibility for the strategic thinking behind the plans is a significant one.  This course provides an opportunity for the delegates to make that move in a supported environment.

What the workshop will cover

• What is strategy

• Marketing’s role

• The strategic marketing planning process

• Structuring and using analysis

• Environmental, customer, competitor and self analysis   

• Competitive strategy planning   

• Key success factors, strategic profit drivers and distinctive competencies   

• Segmentation, targeting and positioning   

• Product portfolio management   

• Strategies for growth, maturity and decline   

• Innovation planning   

• Achieving cross-functional integration   

• Writing and communicating the plans

• Barriers to implementation

 On completion the delegates should be able to:

• Take a structured approach to the analysis of brands, customers and competitors

• Formulate a range of strategic options for the development of future business

• Evaluate and justify the selection of market and brand development strategies

• Develop and implement a strategic marketing plan

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.