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Strategic Marketing

This is a bespoke programme that covers many aspects including heightening the importance of understanding how organisational implications impact on the marketing strategy.

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A bespoke training programme is researched, designed and delivered specifically for your needs.

We have a highly developed, sophisticated yet flexible approach for creating bespoke training solutions, which typically includes:

  • Step 1: Research & Familiarisation - Our training specialists work with you to research the key areas that will impact the programme design and agree project objectives
  • Step 2: Confirmation of Project Activity - Key areas of the project are confirmed in writing including all project steps, milestones, programme structure, supporting activity, timings and evaluation measures
  • Step 3: Preparation of Learning Content - Our project team prepare the programme in-line with the above steps. The content is highly specific to your organisation and the initiatives that are key to the success of your business
  • Step 4: Implementation of Training Programme - The programme is implemented in-line with the agreed rollout plan
  • Step 5: Project Evaluation - The project is evaluated throughout its implementation against key measures decided upon during Step 1

Below is an example of a programme we have designed for a client:

Strategic Marketing

  • Strategic v tactical marketing
  • Laws of strategic marketing
  • Competitive strategy & the art of war
  • The strategic marketing process

Vision

  • Strategic intent & goals
  • Values & culture
  • Distinctive competences
  • Market definition
  • Strategic Analysis - Internal
  • Marketing Assets
  • Value chain
  • Marketing assets

Products

  • PLC
  • Boston Matrix

Strategic Analysis - External

Customers

  • Segmentation & business segmentation
  • Family life cycles and the adoption life cycle

Environment

  • Social / Economic / Political / Technological

Industry

  • Porters 5 Forces

Competition

  • Competitor knowledge, competitive analysis / CSF and competitive positioning

SWOT Analysis / Strategic Direction

  • Do-nothing analysis
  • Leveraging strengths
  • Organisational uniqueness

Marketing Objectives

  • Marketing & ROI
  • Ansoff matrix

Defining Marketing Strategy

  • Customer experience including the experience cycle and experience mapping
  • Products & services including the NPD process and the total proposition
  • Customer channels including channel mapping
  • Customer targeting including B2C and B2B strategy
  • Positioning & branding including generic strategies, brand development strategies, competitive positioning, brand equity and value propositions
  • Alliances & networks including network mapping

Strategy Measures

  • Marketing planning and KPI’s

Organisational Implications

  • Business strategy & empowerment
  • Customer centric culture

This is an in-company programme with the following options. (Hover your mouse over the dotted items to find out more.)

Available Packages:

Duration:

Materials:

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Dates & Location:

Delegates:

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Learning Methods:

Find out more with our handy Package Comparison table

Bespoke

Folder, workbook, handouts, pen and certificate of attendance

To suit you

Bespoke

Righttrack programmes are energetic, exciting and highly participative, which create an impact and motivate participants to learn and embrace change

We utilise a blend of learning methods: practice sessions, group workshops, scenario-driven learning, assignments, self managed learning, shared group learning, accelerated learning and structured group learning

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