Strategic Marketing Planning

Overview

In order to be effective, a marketing plan needs to be practical, clearly written in a language that managers understand and incorporate tactics that are proven to work in the real world. This interactive workshop provides a simplified, straightforward introduction to the process of developing and implementing marketing plans. It is designed to provide participants with the tools needed to cost-effectively attract their ideal customers and identify market opportunities.

Target Audience

This programme is targeted to:

  • Marketing Managers
  • Small and medium sized business owners
  • Marketing consultants
  • Other Marketing personnel responsible for developing and implementing a marketing plan

 

Learning Objectives

Upon completion of this workshop, participants should be able to:

  • Identify the main components of a marketing plan
  • Conduct market research and select target markets
  • Prepare a customised marketing plan for their business
  • Track the effectiveness of their marketing plan

Methodology

This workshop format includes a dynamic blend of lecture, in-class projects, and participant discussions designed to create the most productive learning environment. The workshop size allows for greater interaction among participants and the facilitator while the use of marketing plan worksheets allows participants to develop a realistic marketing plan for their specific organization.

Programme Outline

DAY 1:

SESSION ONE: PURPOSE AND MISSION

  • Justifying The Use Of The Plan
  • Components Of The Marketing Plan

SESSION TWO: SITUATIONAL ANALYSIS

  • Scanning The Environment
  • Conducting Market Research
  • Identifying And Selecting Target Markets

SESSION THREE: ESTABLISHING GOALS AND OBJECTIVES

  • Developing Financial and Marketing Objectives
  • The Concept Of Competitive Advantage

DAY 2:

SESSION FOUR: DEVELOPING MARKETING STRATEGY

  • Product Life Cycle Strategies
  • Guerilla Marketing Strategies

SESSION FIVE: DEVELOPING TACTICAL PROGRAMS

  • Revisiting the 4P's
  • Effectively using New Media
  • Tactical Questions for the Marketing Plan

SESSION SIX: OPEN FORUM

In this session, participants are encouraged to describe the challenges that they face in developing an effective marketing plan and solicit the opinions of how others in the workshop would approach these challenges. Discussion of specific challenges is purely on a voluntary basis and due to time restrictions there is no guarantee that all challenges will be discussed.

DAY 3:

SESSION SEVEN: PERFORMANCE EVALUATION AND IMPLEMENTATION

  • Forecasting and Budgeting
  • Presenting the Marketing Plan

SESSION EIGHT: DEVELOPING A CUSTOMIZED MARKETING PLAN

  • Review of Sample Marketing Plans
  • Completion of Marketing Plan Template (In this session, participants will be provided with an opportunity to develop a marketing plan for their business under the guidance of the facilitator)

Facilitator: Dr. Barney Pacheco

Dr. Barney Pacheco has been a Marketing Lecturer in the Dept. of Management Studies for the past 13 years. His academic qualifications include a M.Sc. (Administration) from Concordia University and a PhD (Marketing) from the University of Colorado, Boulder. Barney has several years of experience in consumer behavior research and has most recently been awarded a University grant to investigate the marketing impact of rejection on consumer attitudes and long term purchase intentions. For the past 7 years he has also consulted with several Fortune 500 companies in the healthcare and financial sectors. Barney's background and training have provided him with the competence to use a wide variety of advanced analytical tools in research projects involving brand equity measurement, brand awareness and usage tracking, and customer satisfaction measurement and monitoring. His research on such topics as country-of-origin effects, perceptions of price fairness and memory and brand judgments have been published in professional marketing journals and presented at leading marketing conferences within North America.

Details

Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $4,200.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope

Contact

Tel: 645-6700
Fax: 662-1411

Coordinators:

Tamara Edwards - ext. 157
Jamie Kendall - ext. 155

E-mail:  openenrolment@lokjackgsb.edu.tt

Certification

Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.

 

  

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