Most B2B markets are very competitive. Profit margins are being eroded and products are becoming increasingly commoditised. If you are in that situation and you want to increase your profit margins, win more customers, and become the preferred supplier to customers, you need to construct a clear marketing plan.
At present, everyone in your company probably has different ideas on how to win and keep customers. That is the cause of the problem. So you have to get everyone to adopt a consistent and integrated approach.
That is why you need a clear marketing plan that you, and they, can understand and follow.
Enroll on this COPEX training course today and learn how to construct a marketing plan that works for your business.
What are the Goals?
By attending this training course, delegates will be able to:
Construct a Written Marketing Plan
Explain and Justify a Marketing Strategy
Set Clear Priorities of Who to Target and Why
Create an Integrated Marketing Mix
Specify and Support Clear Value-propositions That Justify Higher Prices
Direct Colleagues in Sales, Marketing Communications, Product Management, and Other Departments to Implement Your Plan
Measure and Control the Plan
Who is this Training Course for?
This COPEX training course is particularly valuable for those who wish to adopt a more structured, coordinated and consistent approach to marketing and selling their products. For example:
Marketing Communications Executives
Key Account Managers
Sales and Marketing Support Teams
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
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
Defining the schedule and responsibilities
Defining resources and constructing a budget
Controlling and verifying the plan
How to write the plan
COPEX Certificate of Attendance will be provided to delegates who attend and complete the course
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