What is the programme about?
A company’s strategic marketing planning process needs to implement its business strategy, objectives and mission.
Companies differ greatly in their planning methods. Our courses allow both the core marketing planning team and the wider group that interacts with the plan to compare their own methods against best practice, and identify substantive ways to improve their planning processes.
The programme draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost the understanding of the issues shaping their marketing plans, and drive value innovation in their markets.
Who will benefit from the programme?
All marketers who are involved in strategy or planning processes, or have to contribute to or interpret this strategy.
What challenges will this programme help you address?
- Unstructured marketing: the programme provides tools and a structure that are tailored to existing organisational planning processes and lead to a clear marketing strategy.
- Poor strategy: the strategy process develops a clear competitive position and actions to drive sustainable competitive advantage.
- Implementation shortcomings: the process will help marketers deliver a strategy and a plan that can be clearly communicated and implemented within the organisation.