Business Analysis for Marketing Managers

This course meets the needs of marketers who want to develop a business analysis toolkit which they can use continuously to check the components of their marketing strategy and thereby improve company performance. Some marketing frameworks can be seen as vague and ‘fluffy’, but this course will help delegates to overcome this by turning marketing data into information.

You will learn how to take the raw materials of business data and turn them into real business intelligence. You’ll ‘learn by doing’, using best practice examples and scenarios, so that you can do it for yourself when you go back to the workplace.

Your organisation will get the benefit of investments already made in data collection and market intelligence, by making them more usable. If used effectively, the toolkit should lead to significant performance and profit improvements. A greater understanding of objective assessment tools will lead to sharper strategic focus.

This workshop is an introductory course, and is intended to be self-sufficient, demanding no prior in-depth working knowledge of strategic marketing frameworks. It is designed for marketers who are moving into positions in which they will be expected to demonstrate increasing strategic awareness, and for existing marketers who want to strengthen the credibility of their plans.

• Business objectives:
• • Vision, mission and brand valuation statements.
• External Analysis:
• • Use the basic scanning tool, score and rate each opportunity and threat, and rank them in terms of probability and impact.
• Internal Analysis:
• • Adapt the GE matrix for your own purposes. List your market attractiveness and competitive strengths components, weight them, and score them to calculate a position on the matrix.
• Marketing Audit:
• • TOWS (or confrontation) matrix - evaluate the most potentially fruitful strategies.
• Strategic Tools:
• • Segmentation and targeting methodologies.
  • Positioning techniques - perceptual mapping.
  • Use Pareto analysis (80:20 rule) on practice data, and take away a spreadsheet for input of your own data.
• Tactical Tools:
• • Pricing frameworks - prices fences and price waterfalls.

Delivery style is interactive. All the tools and frameworks are explained, then each component will be practised, either individually or in groups. Contributions from delegates, especially experiences from the field, are warmly welcomed.