Developing a strategic marketing plan, preferably for the participants own organization includes a situation analysis, setting of objectives as well as developing strategies to achieve those objectives. As such the marketing modules include the tasks of developing a positioning statement as well as the planning for execution.
Trainees will learn about segmenting, targeting and positioning (STP-marketing) a brand or organization. Furthermore, the trainer will explore the instrumental strategies such as product-, price-, place- and promotion policy. At the end of the day the entire marketing effort goes into acquiring new, retaining existing and recovering lost customers. The variety of tools and applications available to perform these task, call for an integrated marketing approach.
As such, participants in the module will learn of how to plan, execute and control campaigns for acquiring new customers, retaining existing and recovering lost ones.