• Identify, collect and analyse external and internal business data to identify issues, key factors fur success and distinctive capabilities
• Use the data, make assumptions and recommend which products and services their organisation should provide to existing and potential markets
• Identify, segment and prioritise existing and potential audiences based on business objectives
• Quantify marketing objectives for revenues, profits, sales volumes, market share and brand reputation
• Develop a portfolio matrix for the 4 P’s – product, price, place, promotion – that will create the framework for marketing activities
• Select the best evaluation mechanisms for proving marketing activities are delivering business objectives

COURSE CONTENT:

Introduction to Marketing Planning

• The core marketing concepts
• 4 P’s of the marketing mix: product, price, promotion, place
• Useful frameworks for creating a marketing strategic plan
• Setting strategic marketing goals: linking to corporate vision, mission & business objectives

Situation Review – Analysing the Current Situation

• Different models for conducting a marketing audit
• Collating customer and product data
• Using a SWOT to identify key internal & external factors
• Making assumptions based on the SWOT analysis
• Determining demand for your products and services
• Agreeing expected results

Formulating Strategy

• The 4 competitive strategic positions
• Ansoff’s Matrix: setting strategic marketing objectives
• Understanding what motivates audiences
• The market segmentation process
• Creating buyer personas for key market segments
• The marketing control process: forecasting, budgeting & monitoring

4 P’s – Executing Marketing Tactics

• Developing new products and services
• Managing the product life cycle
• Product mix decisions: families, lines and brands
• Pricing mix decisions: costs, demand, methods
• Promotion mix decisions: advertising, promotions, PR & selling
• Place mix decisions: push vs pull, channels length & type

Delivering the Marketing Strategy

• Co-opting a team representing key areas of the business to input to the strategy
• Running workshops to ensure the marketing strategy captures experiences and concerns of stakeholders
• Drafting the document: number of pages and their content
• Anticipating office politics: winning support up and down the organization
• Action planning

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.

This course is available in the following locations:

Nigeria - $3000
Ghana - $6000
Rwanda - $7000
UK - $8000
USA - $8000