Further Details
COURSE OBJECTIVES
Understand the Marketing Concept and definitions of marketing
Identify external and internal customers
Understand department functions and how to manage customer relationships
Understand the marketing planning process and the components of a marketing plan
Be able to undertake strategic planning and write marketing plans
Understand the marketing mix – Product, Price, Promotion and Place
Know how to implement and control a plan
Identify the skills of an effective brand manager
COURSE DESIGNED FOR
Newly appointed brand managers and those who have worked in the role for 1 to 2 years. The course is suitable for staff from manufacturing; retail, B2B, B2C, or public organisations and examples of marketing practice will be drawn from all areas. In house courses can be tailored according to business type.
COURSE CONTENT
The Marketing Concept ~
Definitions of marketing; the eras of marketing; customer focus; customer needs and wants; creating value for customers; customer satisfaction
The marketing organisation; how marketing crosses all disciplines
How marketing provides a framework for business and driving profitable growth
The Development Cycle ~
Market research
New product development
Production
Marketing
Product life cycles
Internal and External Customers ~
Internal customers: marketing; sales; customer service; finance; manufacturing; legal; senior managers; departmental functions
Skills for working with internal customers
External customers: consumers; buyers and distributors; agencies; other suppliers; regulators
Selecting, reviewing and managing agencies; retainer or project based fees
Strategic Marketing Planning ~
Strategic planning overview; planning timetables; primary and secondary market research; research agencies; market and environmental analysis; product and company analysis
The SWOT analysis; quantitative SWOT analysis; strategic options and developing a strategy; segmentation; positioning; target audience; marketing objectives
The Marketing Mix ~
Product: specification; customer benefits; branding; packaging; labelling; support services
Price: balance of revenue and profit versus competitiveness; value to customer; basic price; discounts and special offers; pricing strategies
Promotion: adoption pathways; advertising; publicity; personal selling; POS; customer promotions; E-strategy; integrated communications
Place: wholesaler and retailer channels; sales force; coverage; trade promotions; DTC; direct and on-line channels
The marketing mix and adoption pathways; the marketing mix and customer type; the marketing mix and product life cycle; co-ordinating with marketing peers and looking for synergies
The Financial Plan ~
Market and sales forecasting; methods; sanity checks; the product P&L; production forecasts
Implementation ~
Internal briefings; marketing peers; training; sales management and sales force briefings; getting “buy-in” and keeping promises; production
External briefings; agencies, suppliers and third parties; written briefs; quality of briefs; checking understanding
Building constructive relationships; organisation; prioritisation; forward planning; project management; administration
Field visits; sales force communications and support; feedback and progress reports; recognition and motivation
Control ~
Tracking and measurement: monthly tracking reports; market and competitor trends; product sales volume and value; scheduled research; sales force activity; A&P budget control and stock control
Field visits, customer visits and competitor intelligence
Identifying deviations to plan; corrective actions; diagnostic research; the dynamic plan and contingencies
Writing a Marketing Plan ~
Preparation and writing; templates; in-built tracking; the “living” document
Post-Course Action Plan ~
Preparing an action plan
Guide price
£795 1st delegate (£395 for all others from the same organisation) |
