Marketing Planning and Strategy

£650

2 days (9.30am-5.30pm)

Buchanan House, 30 Holborn, London, EC1N 2LX

This course will help the participants to gain an understanding of the processes and methodologies of marketing management at strategic and operational levels. Start in October 2018!

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This course will introduce you to processes and techniques of marketing planning, strategy and operations. You will gain a strategic view on issues facing a business and how they can be prevented through effective strategic planning.

Course Overview

Develop a good understanding of marketing planning and explore the process through presentations, discussions and case studies.

By the end of this course you will be able to

Recognise the importance of marketing processes
Make judgements regarding the application of marketing principles
Critically engage with marketing from a management perspective
Apply traditional and digital techniques
Analyse KPIs

Who is it for?

This course is ideal for managers looking to widen their knowledge. It is also suitable for those looking to progress within their current role and remain up to date with industry trends.

Course content

What is marketing?
Responding to the macro and micro environment
Consumer behaviour
Segmentation, targeting and positioning
The marketing mix and the extended marketing mix
Strategic marketing planning

Core reading

Phillip Kotler, FAQ s On Marketing (2012) 
Nitish Ray Gupta, Shopper Marketing 101 (2015) 
Allan Dib, The One Page Marketing Plan (2016)

Entry requirements

Education - Undergraduate degree or equivalent Higher Education qualification, or relevant work experience
English language - Common European Framework (CEF) Level B2* or equivalent (all teaching and learning materials are provided in English only)

*Please note those with a B1 level of English and relevant proof of further study will be considered.

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