The Strategic Marketing Plan

Start Date: 5 Jul 2020
End Date: 9 Jul 2020
Duration: 5
Country: Paris / France
Category: Public Relations and Customer Service

Program Objectives:

By the end of the program, participants will be able to:

  • Define the concept and scope of strategic marketing.
  • Apply the concept of market segmentation.
  • Understand the principles of Blue Ocean Strategies.
  • Develop the components of the strategic marketing plan.


Program Outline:

The Marketing Concept

  • Scope and Functions
  • A New Approach to Marketing
  • Competitive Pressures Changing the World
  • The Smart Bomb Strategic Approach

The Market Segmentation

  • The Gap Growth Analysis Matrix
  • Optimal Segments: Multifactor Analysis
  • Enterprise Growth Segmentation Opportunities
  • Analyzing Segments Attractiveness and the Company Capability Related to Them
  • Drawing the Segment Selection Matrix

Blue Ocean Strategies

  • The Principles of Blue Ocean Strategies
  • Moving from Red Ocean to Blue
  • Formulating a Blue Ocean Strategy
    • Reconstruct Market Boundaries
    • Reach Beyond Existing Demand

The Business Situation Analysis

  • SWOT Analysis
  • Competitive Analysis
  • Environmental Analysis

Strategic Marketing Planning

  • Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company
  • The Marketing Planning Process

Strategy Development

  • Considering Different Strategic Alternatives
  • Analyzing Different Marketing Strategies
  • Formulating Long Term Marketing Goals
  • Selecting and Developing the Marketing Strategy for the 4Ps

Tactical Planning Activities

  • Short Term Marketing Objectives

Developing the Marketing Action Plan

  • Developing Activities for the 4 Ps
  • Scheduling Activities
  • Allocation of Human and Financial Resources
  • Using the Yearly Master Action Plan

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