Marketing Express Short Courses Design, Control, Implementation and Evaluation of Marketing Strategies (short sample onl

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 mExpress

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’ mExpress

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 mExpress

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.' mExpress

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 planningand therefore it cannot be too important. • They resist the idea of taking time to prepare a written statement of objectives, strategies and action programs mExpress

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. mExpress

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. mExpress

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. mExpress

10. Analysis for Strategy Development mExpress

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 organisation’s ability to perform. mExpress

12. The Planning and Control Process