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  Strategic marketing

One day in-company training course

This course looks at strategic marketing planning, working with the real-life issues and opportunities faced by your teams. The aim is to help you relate your strategic business goals to daily tasks and processes, enabling you to maximise tactical marketing opportunities while still working toward the agreed longer-term aims of the business.

You will understand your customers better, and be able to explore the most cost-effective opportunities for marketing communications.

With this workshop, participants will:
  • Be able to build and work to agreed marketing objectives
  • Define and isolate the most attractive marketing opportunities
  • Understand the marketing options available
  • Prioritise their business development efforts
  • Profile their customer groups in relevant and useable detail
  • Know how to write an effective press release
  • Learn how to create an effective e-shot
Outline

The business
  • The benefits of planning; strategic v tactical marketing
  • Who are our customers? Profiling the target market
  • Who do we compete with? Exploring the competitive landscape
  • Defining the corporate business objectives
  • SWOT Analysis, and its practical applications
Doing it: SWOT Analysis

The marketing process
  • Acquisition, retention, and loyalty of your customer base
  • How to build your marketing objectives, and making them SMART
  • The 7 P’s of Marketing, and how they help exploit opportunities
Doing it: Target Market Profiling

Marketing tactics
  • Understanding the Marketing Mix: direct selling; advertising; promotions; direct marketing; PR; exhibitions and events.
Direct marketing - Focus on direct marketing using emails
  • The customer database
  • Planning your marketing communications
  • Building a measurable email campaign
  • Writing an effective e-shot
Public relations
  • How PR works
  • Targeting the right audience
  • How to write an effective press release
  • Developing valuable media contacts
The Action Plan
  • Agreeing tasks, timing and people responsible
  • Resource allocation and setting the budget(s)
Doing it: Building the Action Plan

Checks and feedback
  • Measurement and review processes

 

For more information on how we can help you organise your course, please contact us.
 
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About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 01428 644123 to see how we can help you and your staff.  Read more...

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