In this 5-day COPEX training course, participants will develop the initial framework for a strategic marketing plan that knits marketing activities to the wider business needs of their organisation. It will be centered on customer needs and the marketplace realities their organisation faces.
They will return to their teams with an outline of strategic marketing plan tailored to their organisation that they can use to win support from key teams and executives across the business. They will also have the capabilities to turn their plan into practical activities that grow finances, market share and reputation.
What are the Goals?
By the end of this COPEX training course, delegates will be able to:
Identify, collect and analyse external and internal business data to identify issues, key factors for success and distinctive capabilities
Using 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
Who is this Training Course for?
This advanced level professional training course is for marketing practitioners and business leaders responsible for developing strategic marketing plans, including:
Place mix decisions: push vs pull, channels length & type
Day Five: 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 organisation
COPEX Certificate of Attendance will be provided to delegates who attend and complete the course
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