Marketing Express Short Courses

1
Marketing Express Short Courses Design, Control,
Implementation and Evaluation of Marketing
Strategies (short sample only)
2
Overview

• This session aims for students to be able to
  understand
• Forecasting for marketing and business
• Reviewing current business performance and
  capabilities
• Evaluating the market
• Understanding and being able to articulate the
  needs of the market and the business
• Preparing and conducting a marketing audit
• The elements of the strategic marketing planning
  process
• The use of marketing models to determine
  strategic direction

3
Overview

• The development of a strategic marketing planning
  process
• The purpose of the organisation mission
• The steps involved in the strategic marketing
  planning process
• The advantages of strategic marketing planning
• The various portfolio analyses
• Assessing growth opportunities
• Evaluation of competition
• The strategic importance of the value chain

4
Overview

• The implications of competitive market position
  on the strategic options in relation to market
  leaders, challengers, followers and nichers
• The role of strategic partnerships and networking
  in marketing strategy
• Understanding the needs/objectives of the
  organisation/business
• Identifying market gaps/needs
• Identifying and evaluating marketing
  opportunities
• establishing and adjusting the marketing mix

5
Marketing Planning

• Planning can be regarded as the systematic and
  informed application of marketing resources to
  achieve marketing objectives.
• Planning should be a continuous activity of
  marketing management, rather than an irregular
  act.
• At base level, the major benefit of marketing
  planning should be better utilisation of limited
  resources
• Similarly, it has been stated that 'the marketing
  plan's ... purpose is to establish priorities the
  allocation of marketing resources, primarily by
  specifying the marketing mix focused on a
  specific market segment.'

6
Benefits of Planning

• Many organisations operate without the benefit of
  a formal planning system, choosing to solve
  various problems was they arise.
• Managers are often so busy solving existing
  problems that they have no time for planning.
• Many managers argue that they have done well
  without formal planning and therefore it cannot
  be too important.
• They resist the idea of taking time to prepare a
  written statement of objectives, strategies and
  action programs

7
Benefits of Planning

• Many managers argue that their marketplace
  changes too fast for a plan to be useful or
  relevant many also argue that planning becomes
  an annual ritual entered into half heartedly by
  executives and wasteful of time.
• For these reasons, many companies have not yet
  introduced formal planning systems.

8
Benefits of Formal Planning

• 1. It encourages systematic thinking ahead by
  management.
• 2. It leads to a better co-ordination of
  organisation efforts.
• 3. It leads to the development of performance
  standards for control.
• 4. It causes the organisation to sharpen its
  guiding objectives and policies.
• 5. It results in better preparedness for sudden
  developments.
• 6. It brings about a more vivid sense, in the
  participating executives, of their interacting
  responsibilities.

9
The Major Planning Requirements From Management
Are

• Commitment at all levels of management
• Creativity and innovative thinking.
• Experience and sound business judgment planning
  cannot replace these, it can, and should augment
  them.
• The ability to analyse and synthesis data,
  information and events.

10
Analysis for Strategy Development
11
Analysis for Strategy Development

• The starting point in any future planning is an
  understanding of where you are before you decide
  where you want to go
• the nature of opportunities and threats in the
  external landscape
• the nature of strengths and weaknesses in the
  internal landscape
• the organisations ability to perform.

12
The Planning and Control Process