CREATE AND IMPLEMENT AN EFFECTIVE INTEGRATED MARKETING PLAN

Marketers are seeking to raise the awareness of marketing as a core strategic discipline within their enterprises. For this to happen, it is important to implement the series of steps necessary to create and implement an effective integrated marketing plan. This workshop provides the necessary knowledge to embed this process in an inspiring and practical way.

The key components of marketing orientation.

Vision, mission, values, brand analysis.

Situation analysis:

  • External environment – PEST & 5 Forces analysis.
  • Internal environment – classifying strengths and weaknesses.
  • Coordinating the marketing audit – the SWOT/TOWS analysis.

Strategy:

  • Setting strategic marketing objectives,
  • Using the product/market matrix.
  • Understanding existing and potential customers.
  • Segmenting customers, selecting the best targets.
  • Positioning our offerings, using positioning maps and strategy canvases.

Tactics:

  • The 8 elements of the Marketing Mix.

ICE:

  • Implementation.
  • Control – use of key performance indicators.
  • Evaluation.

The Plan:

  • Putting it all together into an actionable plan.
  • Marketers who are moving into roles which are increasingly strategic.
  • It will also be valuable for existing marketing managers who want to refresh their knowledge of tools and frameworks in a practical way.
  • Sales people, and managers from other disciplines, will gain a thorough appreciation of the strategic marketing process.
  • Formal marketing qualifications are not a prerequisite for this course.

Richard is actively involved in marketing training and education working for a range of clients both in the UK and abroad. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a particular focus on business to business marketing, strategic marketing planning, marketing communications and public sector marketing.

Richard has worked on marketing training projects for numerous prominent blue-chip companies, including O2, HSBC, Sony, Akzo Nobel, Airbus, Pfizer, Microsoft and BP with extensive experience of training and education across many different business sectors.

Alongside his training, Richard is an experienced facilitator working alongside management and marketing teams to develop marketing plans and strategy.

He has published in several journals and has contributed in textbooks on subjects Spanning Advertising, Digital Marketing, Marketing Intelligence and CRM.

"Very good. Clear objectives which were all met. Activities were useful and helped break up the day"

"Easy to understand. Very informative and presented in a way that was engaging and easy to understand"
"Thoroughly enjoyed the course. A good re-cap for me!"

"Thought provoking, engaging and upbeat"

Day 1

Marketing as a core strategic discipline

  • Marketing orientation
  • Marketing capability assessment
  • Vision, mission, values

Marketing planning (SOSTAC)

  • Strategic and tactical marketing plans
  • Alignment and commitments
  • Building the business case

Situation analysis

  • External environment – Market, PESTEL & 5 Forces analysis
  • Competitor analysis – Competitive positioning
  • Customer understanding and insight

Situation analysis

  • Internal environment – classifying strengths and weaknesses
  • Coordinating the marketing audit – the SWOT/TOWS analysis

 Day 2

Marketing strategy

  • Setting marketing objectives
  • Using the product/market growth matrix
  • Segmenting customers, selecting the best targets
  • Positioning our offerings, using positioning maps and strategy canvases

Tactics: The 8 elements of the Marketing Mix

  • Product line and range management
  • Product development
  • Portfolio management

Tactics: The 8 elements of the Marketing Mix

  • Pricing policy and management
  • Distribution channel management
  • Partnership management

Tactics: The 8 elements of the Marketing Mix

  • Marketing communications
  • Writing a communications brief
  • Marketing communications campaign management

Day 3

Tactics: The 8 elements of the Marketing Mix.

  • Service management
  • People, process and physical evidence
  • Customer journey/customer experience

ICE

  • Implementation - Managing the marketing project
  • Control – use of key performance indicators
  • Evaluation. Marketing metrics / ROMI

The Plan – Pulling it all together

  • Case study

Level: Master Class

Duration: 3 Days

Dates: 27,28 & 29 March 2017

Venue: Millennium Hotel- Doha, Qatar

Price: 12,000 QAR Only (Price includes Tuition, Course Materials,Certificate, Lunch and Refreshment).

Discount: Multiple Booking (30%) and Booked before 12, February 2017 (20%).