Who Should Attend
Newly appointed and experienced marketing managers, Marketing staff and executives who want to keep current on marketing strategies.
Objectives
By the end of the program, Participants will be able to:
This course will define the marketing plan, types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then, you'll complete a situational analysis that evaluates the overall market, industry, internal and competitive factors pertinent to your product or service. Finally, you'll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan.
So, now you're a marketing manager. What are the expectations you and others have of this position? What skills do you need? How do you put together a marketing team? How do you lead that team to success? How can you tell if you're doing a good job? In this course you'll look at marketing management from top to bottom--starting from the basic skills you need as a marketing manager, through creating a multifunctional marketing team, positioning the company for success, and setting up systems to see how you're doing. You'll also learn to avoid common mistakes made by marketing managers and how to help the entire company focus on the marketing process.
Program Profile
Foundations of the Marketing Plan
• Recognize the benefits of writing a highly developed marketing plan.
• Select descriptions that explain what a marketing plan is.
• Identify benefits of the marketing plan.
• Identify the two types of marketing plans.
• Identify the focuses of tactical and strategic planning
Getting Started
• Recognize the importance of the key elements in a marketing plan.
• Select statements that describe effective marketing objectives.
• Identify the guidelines for ensuring objectives benefit your organization.
• Identify the introductory elements of the marketing plan.
• Select statements that define the premise of a marketing plan.
Situational Analysis
• Recognize the importance of performing a situational analysis.
• Identify the information needed to evaluate the overall market and industry, as part of the situational analysis.
• Identify elements of an effective competitive analysis.
• Identify the stages of the product life cycle as they pertain to the situational analysis.
The SWOT Formula
• Recognize the value of conducting a SWOT analysis.
• Identify ways to determine organizational strengths.
• Select statements that describe the weaknesses portion of the SWOT analysis.
• Select statements that define the opportunities portion of the SWOT analysis.
• Select statements that define the threats portion of the SWOT analysis.
Analyzing and Planning for Success
• Recognize the importance of analysis and planning for the marketing manager.
• Match the tasks of a marketing manager with the skills needed for the task.
• Choose structures for organizing a marketing team given a scenario.
• Identify effective mission statements.
• Choose position statements that reflect mission statements.
Leading the Marketing Team
• Recognize the importance of the four steps of team building for creating a marketing team.
• Identify reasons that communication breakdowns may occur in the marketing process.
• Identify the management and leadership concepts important for the marketing manager.
• Match the four steps of trust-building with situations requiring these steps.
• Identify the appropriate coaching method for different situations.
Laying the Groundwork for Implementation
• Recognize the value of the planning process needed to implement the marketing plan.
• Identify missing steps in the implementation process.
• Identify the important components of the process for managing salespeople.
• Choose reasons technology is important to the marketing manager.
Controlling, Monitoring, and Evaluating for Results
• Recognize the value of setting up control systems to monitor marketing data and evaluate marketing results.
• Identify the characteristics of control points necessary to monitor data on the success of the marketing plan.
• Sequence the steps for creating a control system.
• Match situations requiring evaluation with appropriate evaluation methods.
• Identify four macro changes that have had an impact on marketing