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Virtual course


Today’s changing and often disruptive business environment drives the continual search for market opportunities and competitive strategies that deliver sustainable competitive advantage. Business success increasingly depends on the quality and effectiveness of a market led strategic approach to marketing planning. On paper the challenge is simple: identify your target customers and build them a value proposition that delivers a competitive advantage. Transforming product facing, financially driven strategies into effective market led approaches is not an easy process but it is increasingly recognised as critical to organisational success.  

This two-day masterclass tackles the critical issues head on, enabling you to be the architect of developing an aligned and integrated marketing strategy that delivers competitive performance and an improved return on marketing investment. This workshop is designed to provide delegates with the knowledge, tools and techniques to achieve this. 

Who should attend?

Senior managers who are involved with their business planning and strategy development and want to improve their organisations approach to strategic marketing planning. 

Learning outcomes

  • The strategic marketing planning process 
  • The challenge of establishing a market orientation 
  • Structure of a customer-focused strategic marketing plan 
  • Constructing an internal and external marketing audit 
  • Establishing the right business model 
  • Business and marketing planning cycles 
  • Aligning strategic, operational and tactical level plans 
  • Developing the value proposition 
  • Evolving from product and service to a solution organisation 
  • Branding and brand strategy development  
  • Delivering a branded customer experience 
  • Omnichannel and the customer journey 
  • Defining performance measures  

Course Dates

Start Date Duration Location
04 Nov 2020 2d Virtual
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Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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