Seminar
How to Construct a Marketing Plan
Is marketing plan just a form? Why salesmen cannot execute it well? How marketing plan reacts to changes? What are the logical processes and corresponding tools to make marketing plan? How to plan effectively facing with such a complicated market? All these problems confuse our marketing staff.
After the training, participants will acquire some practical tools and skills to improve their planning skills in daily work.
After the training, participants will acquire some practical tools and skills to improve their planning skills in daily work.
All CEGOS open courses are upgraded!
- Equipped with LearningHub platform
- Every learner will presented with the following e-Learning courses for FREE!
All CEGOS open courses are upgraded!
- Equipped with LearningHub platform
- Every learner will presented with the following e-Learning courses for FREE!
Summary
Is marketing plan just a form? Why salesmen cannot execute it well? How marketing plan reacts to changes? What are the logical processes and corresponding tools to make marketing plan? How to plan effectively facing with such a complicated market? All these problems confuse our marketing staff.
After the training, participants will acquire some practical tools and skills to improve their planning skills in daily work.
After the training, participants will acquire some practical tools and skills to improve their planning skills in daily work.
Attendees
* Marketing managers
* Product managers
* Sales managers
* Product managers
* Sales managers
01
Preparation before seminar
02
Outlines
1. Essentials for marketing planning
* Concept
* Function and challenge
* Key success factors of marketing planning
2. Market Analysis
* PEST
* Buyer analysis
* 5 Force
* SWOT
3. Objective setting
* Corporate objectives
* Finance objectives
* Marketing objectives
4. Market segmentation strategy
* Concept, classification and impact
* 5 Target segmentation models
* Positioning development
5. Product portfolio strategy
* BCG analysis
* Product mix optimization and life cycle management
* New product / service development strategy
6. Pricing strategy
* End user price
* Distribution price
* Price change
7. 3 Marketing strategies
* Differentiation
* Cost leadership
* Focus
8. Distribution strategy
* Design and layout
* Channel management
9. Advertising and promotion plan
* Advertising and media plan
* Promotion plan
* Marketing mix and activity grid
10. Budget and KPI evaluation
11. Action plan and contingency
* Concept
* Function and challenge
* Key success factors of marketing planning
2. Market Analysis
* PEST
* Buyer analysis
* 5 Force
* SWOT
3. Objective setting
* Corporate objectives
* Finance objectives
* Marketing objectives
4. Market segmentation strategy
* Concept, classification and impact
* 5 Target segmentation models
* Positioning development
5. Product portfolio strategy
* BCG analysis
* Product mix optimization and life cycle management
* New product / service development strategy
6. Pricing strategy
* End user price
* Distribution price
* Price change
7. 3 Marketing strategies
* Differentiation
* Cost leadership
* Focus
8. Distribution strategy
* Design and layout
* Channel management
9. Advertising and promotion plan
* Advertising and media plan
* Promotion plan
* Marketing mix and activity grid
10. Budget and KPI evaluation
11. Action plan and contingency
03
Follow-up after seminar
Objectives
Schedules
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Open Course
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