Marketing Strategy and Planning: Defining strategies that deliver growth in profits and sales

This programme will help you target your most attractive customers and craft innovative, differentiated value propositions for each. This highly practical, hands-on course is based on decades of research by course directors Professor Malcolm McDonald and Professor Hugh Wilson on what makes planning processes work effectively. At the end of the two days, you will have a step-by-step technique for creating world-class marketing plans and a clear framework for competitive advantage. In the current business environment, it is more important than ever to focus your limited resources for maximum impact. This programme will help you target your most attractive customers and craft innovative, differentiated value propositions for each. This highly practical, hands-on course is based on decades of research by course directors Professor Malcolm McDonald and Professor Hugh Wilson on what makes planning processes work effectively. At the end of the two days, you will have a step-by-step technique for creating world-class marketing plans and a clear framework for competitive advantage. DELEGATE PROFILE • Marketing managers or directors • Sales managers or directors • Product managers or directors • Business Development managers or directors • Strategy/Performance managers or directors • Managing directors • General managers • Teams looking to work on a plan for their own company (max. five per organisation). CORE CONTENT • Segmentation • Prioritising segments • Understanding customer needs • Creating value propositions • Developing marketing strategies • Creating a multichannel strategy • CRM benchmarking • Implementation KEY BENEFITS • Enhanced skills and confidence in marketing strategy and planning with a common language and toolset • The ability to create a plan that targets the use of precious marketing resources to maximum effect • An understanding of how to segment your market and prioritise the most attractive customers • Leading edge customer insight techniques to drive segmentation and differentiation • The ability to design channel strategies to reduce costs and increase market coverage • Increased confidence in presenting your ideas to your board. Event Location: Cranfield, Bedfordshire Fee: £2,100 + VAT Fees include 2 days' tuition, course materials, accommodation (if required) and lifelong access to The Cranfield School of Management Alumni Network. For more information or to book visit the course page or call Laura Lack on 01234 758122.