Developing Marketing Plans – U.K.

MASTERCLASS OVERVIEW

Marketing Plans are vital to creating a successful business. Why then, do so many businesses, set about business development and marketing without a coherent plan, without specific numbers and targets? We guess it is because it is placed in the too hard box, and does not attract the glamour of PR and branding. Yet, without a marketing plan, businesses are at risk of wasting a great deal of money, and worse, missing their targets completely.

The Global Marketing Planning course is designed to enable you to create a solid marketing strategy and generate numbers and action items to help you make your strategy real.

The Masterclass provide you with an in depth knowledge of how to assess your markets and customer base to define your marketing strategy and formalize targets.

You will use this strategy to develop marketing tactics – the 4 p’s (product positioning, pricing strategies, place – distribution channels, and promotion – public relations, branding and advertising tactics), set realistic sales targets, and set and get support for your marketing budget.

The product of this course will be a fully viable 3 year marketing plan, which you can use grow your business, and gather support from your stakeholders, whether senior managers or investors.

Note: Participants will also have access to the Global online courses aligned with the masterclass.

MASTERCLASS DETAILS

• Suitable For: Middle Managers and Marketing Professionals
• Masterclass Schedule: 4 x 3 hours Online Lessons (one 3 hour class per week)
• Masterclass Duration: 4 weeks
• Masterclass Delivery: Virtual Tutor Sessions plus access to related On-demand course(s).
• Online Course Access Duration: 90 days from date of enrolment
• Certification: Masterclass Digital Micro-Credentials awarded on completion (share on social media)
• Learning Resources: Comprehensive Learners manual, additional articles and worksheets.

MASTERCLASS CONTENTS

This masterclass comprises the following lessons:

MASTERCLASS SESSION 1: UNDERSTANDING THE MARKET

Lesson 1 – Getting Started
Lesson 2 – Business Environment Analysis
Lesson 3 – Competitive Forces Analysis
Lesson 4 – Competitor Analysis

MASTERCLASS SESSION 2: UNDERSTANDING YOUR CUSTOMERS

Lesson 5 – Knowing your Customers
Lesson 6 – Customer Profitability Analysis
Lesson 7 – Customer Segmentation

MASTERCLASS SESSION 3: MARKETING PLAN FOUNDATIONS

Lesson 8 – Marketing Plan format
Lesson 9 – The Situation Analysis
Lesson 10 – Marketing Strategy

MASTERCLASS SESSION 4: MARKETING PLAN CONSOLIDATION

Lesson 11 – Sales Forecasts
Lesson 12 – The Marketing Budget
Lesson 13 – Marketing Management
Lesson 14 – Wrapping-up