Strategic Marketing Masterclass

The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today’s business environment drives the continual search for competitive advantage and this masterclass is designed to provide delegates with the knowledge, tools and techniques to achieve this. The programme includes mentoring and clinic sessions ensuring delegates have the confidence and support to instigate changes in their own business context.

This masterclass provides you with an opportunity to review your current approaches and compare these with good practice and other sectors. The process will help you build your confidence and provide the evidence needed to make a business case in order to support stronger external orientation and customer led planning.

This masterclass will provide your manager with the time and catalysts to help them identify opportunities that could directly improve your competitive advantage and your planning process.

The programme is split (3 + 2 days), allowing participants to reflect on experiences and learning from the first module, before returning to address the specific strategic marketing challenges facing their own organisation.

Delegates need to be experienced managers, from a marketing or non marketing background, involved with their business planning and strategy development and / or who have the authority to develop and implement marketing plans and strategy. Marketers with strategic responsibility and those developing into senior organisational roles will find this programme valuable, as will marketing practitioners responsible for operational marketing plans and their return on investment.

• Marketing’s role in organisations today.
• The challenge of establishing a market orientation.
• Structure of a customer-focused business plan.
• The tools of internal and external analysis.
• Using the SOSTAC framework for planning.
• Aligning strategic, operational and tactical level plans.
• The challenges of segmentation in both B2B and B2C organisations.
• How the marketing mix creates competitive advantage.
• Metrics to improve future performance.

The non-competitive environment is a balance of traditional delivery from a highly experienced consultant practitioner, with clinic sessions, group activities and social learning amongst peers.