Who Should Attend?

*Marketing and sales professionals, business owners, business development teams, senior managers, business unit managers, strategy consultants, and project managers. This course is aimed at those who wish to ensure the long term success of their organization, by constantly meeting the demands and needs of their customers, now and in the future.

*This course builds on the foundations laid by Spearhead's Essentials Of Marketing course. Delegates should have attended this course, or a similar course, to be able to fully benefit from the topics covered in the Strategic Marketing Workshop.

About the Programme

Strategic Marketing ensures the sustainability, and strengthens the products / services of a company in any market, by positioning its strengths and resources, using a targeted plan. This increases the sales in both a Niche, or a Mass market. Strategic marketing identifies the product development, promotion, advertisement, creative, proliferation, etc. Strategic Marketing determines a successful marketing mix, the targeted segments, positioning and resources.

This programme includes a series of participative activities which will help guide the delegates to produce a carefully analysed marketing strategy to move their company forward. By the end of the programme, delegates will have acquired the thought processes, frameworks and analysis tools, needed to be constantly optimising their strategy to meet the demanding conditions of the marketplace.

Course Objectives

• To determine the importance of marketing and sales and the similarities and differences between them, and how they can be used within the corporate strategy
• To determine the marketing structure, and how to build, implement, and sustain, a Strategic Marketing plan
• To review the latest trends in marketing, such as Radical Marketing, Viral Marketing, etc.,
• To determine the benefits, and identify your positioning in a market, for a better strategy
• To review the aspects of the 10 ‘P's and 4 ‘C's of Marketing
• To fully understand your market (your customers' wants and needs)
• To understand different approaches to marketing success
• To build and track the key success measures that represent growth in the marketplace
• To achieve, or exceed, your marketing goals

What You Will Gain

• The opportunity to clarify your own understanding of Strategic Marketing and how it works
• The ability to identify the key strategic issues in marketing today
• The opportunity to practise using different strategic analysis tools to help clarify your strategic environment
• You will be able to clearly assess your organization's market needs
• The structure for a correct marketing plan
• How to develop a competitive strategy
• You will think, breathe, speak, and look like a marketing professional

Programme Contents

DAY ONE

• What Is A Strategic Marketing Plan?
• How Strategic Marketing Can Enhance Your Traditional Marketing Efforts
• Understanding Customer Behaviour
• The Importance Of Communication
• Wants Vs Needs (Definition)
• The 10 ‘P's Of Marketing
• The 4 ‘C's Of Marketing
• The Compass Model (Corporation & Competitors, Cost, Circumstances, Consumer, Channel, Commodity & Communication)
• Building Customer Loyalty - Your Customer Is A Marketing Extension Of Your Plan - ‘Get Them On Your Side' & Selling For You!
• Radical Marketing
• Viral Marketing
• How To Position Your Company In This Changing & Competitive Market

DAY TWO

• Analysing Your Market, Competitors & Trends
• Setting Your Strategic Objectives
  > Inputs: Internal Analysis Tools: PESTLE, Gap Analysis, Products / Services, Competitors, Environmental Factors, Organizational Strategic Marketing Assets, etc.
  > Outputs: Strategic Marketing Plan, Target Audience, Product / Service Positioning, 10 ‘P's & 4 ‘C's
• Your Marketing Plan Ready
• Implementing Your Marketing Strategy
  > Moving To Action
  > Strategic Analysis
  > Building A Business Case
• Aligning Staff Performance With Your Marketing Goals

2 Days - Non-Residential

Location: Dubai

Delegate spaces available on the following course dates: