Day One: Understanding the Structure and the Approach
- How to write a structured marketing plan
- How to develop the plan
- How to align your plan with the corporate strategy
- Defining the brand principles
- Positioning the brand
Day Two: Understanding the Market and the Customers
- Building relationships with stakeholders
- Scoping the market
- Acquiring market knowledge and insight
- Understanding the market drivers
- Understanding customers, decision-makers and decision-process
- Identifying customers’ challenges, to discover what they value
Day Three: Understanding the Competitors, Defining the Strategy and Targets
- Understanding competitors
- Assessing your organisation’s capabilities and limitations
- Measuring market attractiveness and defining strategic options
- Setting marketing objectives
- Creating and describing the marketing strategy
- Integrating marketing strategy and sales strategy
- Defining target groups, assigning priorities and tasks
Day Four: Constructing the Mix, to Deliver Superior Value Propositions
- How to create differential advantage
- Defining the propositions
- Winning on value not on price
- Creating the right marketing communications mix
- Constructing the right messages and tools
- Aligning the sales activities with marketing
Day Five: Supporting Intermediaries, Implementing and Controlling the Plan
- Supporting intermediaries
- Defining the schedule and responsibilities
- Defining resources and constructing a budget
- Controlling and verifying the plan
- Contingency planning
- How to write the plan