How You Will Benefit

Discover the marketing planning process , how to conduct a marketing audit , complete a SWOT analysis , develop competitive strategies , how to create a one-year marketing plan and much more on this strategic marketing plan 'small group' training workshop.

Course Overview

Why Plan and How to Overcome Marketing Ignorance

The Strategic Marketing Plan Process

Setting Corporate Objectives

Conducting a Marketing Audit

•  External Audit

Conducting a PEST analysis

Assessing the marketplace

Mapping your marketplace

Understanding the customer

Assessing the competition

Envisaging the future

• Internal Audit

Key facts and figures you will need

Assessing your marketing capabilities

How to assess your product portfolio

•  Competitive Analysis  

Putting it all together

Completing a SWOT analysis

How to Set Marketing Objectives

Developing Marketing Strategies

• Strategies for growth
• Strategies for maintaining your market share
• Strategies for opportunity development
• Strategies for maximising cash
• Price, product, promotion and place strategies  

The One-Year Strategic Marketing Plan

• Sample marketing plan template
• Developing a comprehensive marketing program
• Marketing return on investment

How to make it happen in your organisation

• The marketing planning cycle