A solid marketing strategy is the foundation of a well-written marketing plan; a marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees.

This course will investigate several aspects of a company's marketing and promotion plan such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analysing and identifying target markets and developing a strategic position for the company to implement the strategy.

This program covers everything from the preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.

For Whom

This program is designed for marketing professionals who need to prepare marketing plans, or who are reviewing the effectiveness of current plans. The program is also important for general managers, marketing managers, and product and sales managers who are involved in evaluating marketing plans submitted to them by specialists.

Learning Objectives

At the end of the course, participants will be able to: 

• Devise a marketing plan that builds on marketing audit findings
• Use marketing audit findings to identify effective strategies and tactics
• Develop the components of the strategic marketing plan
• Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
• Apply a logical step-by-step process to produce a sound marketing plan.