Download Developing an Effective Marketing Plan

Together We Excel!
Together We Excel!
Developing an
Effective
Marketing Plan
Tel: 603 – 80246018
Website add: www.igm.edu.my
Fax: 603- 80240086
Email add: [email protected]
Together We Excel!
Together We Excel!
No.39 & 41, Jln USJ 21/10, UEP Subang Jaya, 47630 Selangor Darul Ehsan.
Developing an
Effective Marketing Plan
INTRODUCTION
With the advancement of technology and telecommunication, the
business world is moving in an accelerating pace, the demands of
executives and managers for this 21st century are much greater;
besides their specialized skills they are required to have good
business acumen. They must understand what make the business
tick and contribute creative ideas towards the progress of the
organization.
New technologies and business practices as well as more informed
and savvy consumers have made the business of marketing more
complicated than ever before.
Marketers know they must develop new ways to tap consumers and
new ways to differentiate their products. It offers fresh insight into why
positioning a product in a prospective customer’s mind is still the
most important strategy in business.
WORKSHOP OBJECTIVES
• Gain a comprehensive view of the marketing process.
• Be able to take customer perspective when developing their
business proposal.
• Understand the importance of customer behavior.
Tel: 603 – 80246018
Fax: 603- 80240086 Website add: www.igm.edu.my
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• Understanding the role and function of advertising, public
relations, personal selling and promotion in the marketing
paradigm.
• Acquire the knowledge of formulating a results driven marketing
plan.
MODULE OUTLINE
1.
Marketing Toolkit I
1.1
1.2
1.3
1.4
1.5
2.
Marketing Toolkit II
2.1
2.2
2.3
2.4
2.5
3.
Developing a customer strategy
Complex Nature of Customer Behavior
Perception – How customer needs are formed
Buying Motive
How Customer Make Buying Decisions
Discovering Individual Customer Buying Motives Adds
Value
Framework of an Effective Marketing Plan
4.1
4.2
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Place
Promotion
Protection
Public Relations in Action
Persuasion
Understanding Customers
3.1
3.2
3.3
3.4
3.5
3.6
4.
Positioning
Projection
Product
The Product Plan
Pricing
Foundation of marketing theory
Overview of Building a Marketing Plan
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4.2.1
4.2.2
4.2.3
4.3
4.3.1
4.3.2
4.3.3
4.3.4
4.3.5
4.3.6
4.3.7
Creativity versus structure
Benefits of building a Marketing Plan
Performance Roadmap
Building a Marketing Plan: Process and Logic
Step 1 : Situation Analysis
Step II : SWOT Analysis & Key Performance Issues
Step III: Strategic Market Plan
Step IV: Marketing Mix Strategy
Step V : Marketing Budget
Step VI: Performance Timeline
Step VII: Performance Evaluation
POTENTIAL DELEGATES / WHO WILL BENEFIT
This Basic program in Marketing has been specially designed for
front line executives who are working in marketing/ sales and
entrepreneurs who believe that marketing is an important part of
business.
RESULTING COMPETENCIES
ƒ
ƒ
ƒ
ƒ
Develop basic market research skills
Understand the buyer’s behavior
Critically analyze on market competition
Acquire market positioning abilities
DURATION
ƒ 4Days 32 hours
Tel: 603 – 80246018
Fax: 603- 80240086 Website add: www.igm.edu.my
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ƒCOURSE
FEE
ƒ RM 2,985 per participant
MATERIALS
ƒ Take home course manual with sample survey questionnaire and
templates to analyze competitive rivalry.
THE BENEFITS
• All participants will gain a refresh insight on the reality of market
research
• Obtain the skills to do market analysis
• Understand the complexity of buyer’s behavior in action
• Gain the benefits of “how to” effectively segment and target the
market
• Use positioning to outflank your competitors
Tel: 603 – 80246018
Fax: 603- 80240086 Website add: www.igm.edu.my
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Email add: [email protected]