Marketing Strategy and Planning

Course Overview

Create a marketing strategy that maximises your growth in sales and profits.

The Marketing Strategy and Planning programme is based on decades of Cranfield research and is delivered by professor Stan Maklan. The programme gives you the capability to define marketing strategies that deliver sales and profit growth, and gives the tools to implement highly effective planning processes.

  • Boost your confidence in marketing strategy and planning.
  • Advance your knowledge on how to allocate precious marketing resources to maximum effect.
  • Learn how to segment the market.
  • Prioritise the most attractive and profitable market segments in line with your organisation known competitive strengths.
  • Gain improved customer insights in order to drive segmentation and differentiation.

The programme modules run on the following dates:

June 2021 September 2021  November 2021
Module 1 21-22 June 2021 6-7 September 2021 11-12 November 2021
Module 2 28-29 June 2021 23-24 September 2021 15-16 November 2021
Module 3 19-22 July 2021 11-14 October 2021 22-25 November 2021

You will gain:

  • A step-by-step process for creating a world-class marketing strategy.
  • State-of-the-art concepts, tools and frameworks to improve performance and achieve competitive advantage.
  • Improved skill and confidence in marketing strategy and planning.
  • Leading-edge customer insight techniques to drive segmentation and planning.
  • Ability to segment your customer market and prioritise the most attractive customers.

Your organisation will gain:

  • A more knowledgeable marketer who can create innovative marketing strategies and maximise organisational resources to boost performance.
  • Immediate business impact through the creation of marketing strategy and plans.
  • Greater understanding of your customers and markets leading to differentiated value propositions and clear competitive advantage.
  • Integration between the marketing and business strategy.

Taught by Professor Stan Maklan and Dr Dennis Esch, you will benefit from their wealth of experience gained through work with blue-chip businesses on their marketing planning processes.

You will benefit from a range of creative and diverse ideas used by the programme participants to overcome challenges that they have faced across a range of sectors.

The pragmatic design of the programme content walks you through a step-by-step process for developing a marketing strategy and plan. The goal is to help you organise the strategic marketing planning process effectively for immediate implementation, ready for you to share with confidence to your stakeholders.

You will learn how to:

  • Perform correct segmentation.
  • Prioritise segments.
  • Correctly understand your customers’ needs and use this to deliver strategic advantage.
  • Craft clear and profitable value propositions that resonate with customers.
  • Develop marketing strategies in line with customers needs.
  • Create a powerful multi-channel strategy that effectively serves your customers.
  • Perform CRM benchmarking.
  • Make use of knowledge, tools and techniques required to implement marketing change.
  • Marketing Directors and Managers.
  • Business Development and Commercial Directors.
  • SME Managing Directors.

KEY INFORMATION

Course Price 2600+VAT
Course Length 2 Days
Learning Method(s) Live Online learning