Development of Marketing Strategy

Course Objectives:

Participants will be able to

 §         Understand how to perform marketing audit

§         How to perform practical market research

§         Able to apply a number of models and techniques to analyze data uncovered through audit and research

§         How to set SPORT objectives

§         How to develop a proposition around the marketing mix

§         How to use implementation tactics to deliver the plan effectively & What to monitor and how to evaluate

 Who can attend?

Senior managers, managers and staff involved in developing marketing strategy at company or business unit level. Marketing strategy development is an approach that will add shareholder value to all types of business.

 Course Outline:

The course will be held in 5 days as follows:

Day-1:

·         The marketing audit and marketing research

·         The current marketing mix - customer behavior

·         Market segmentation and targeting

·         Competitive analysis and STEP Analysis

Day-2:

·         Analysis of Data

·         Product Identification

·         Life-cycle and portfolio analysis

Day-3:

·         BCG matrix SWOT and Forecasting

·         Setting marketing objectives that are SPORT

·         Subjective - Practice & Output

Day-4:

·         Rules and Team  - Developing plans

·         Marketing mix – Cost leadership

·         Differentiation & Product Development

·         Market Development – Implementation

Day-5:

·         Tactics within the marketing mix framework

·         Monitoring and Evaluation

·         Developing a system that measurers the right things

Course Fees:

450 KD