Strategic Marketing: Integrated Marketing Plans

Strategic Marketing: Building Impactful and Integrated Marketing Plans

In this comprehensive and highly practical two-day program, you will gain a broad overview of strategic marketing and acquire the tools to devise solid marketing plans from B2C, B2B and non-profit perspectives. 

The course will examine the core components of successful marketing in a highly practical approach - from designing strategies to connect with your customers, to leveraging key metrics to continuously optimize your marketing operations.

In a dynamic learning forum, you will expand your awareness of:
● The fundamentals of effective marketing strategy
● Competitive, industry and trend analyses that underpin the marketing plan
● Cohesive marketing plans that align with your overall marketing strategy
● How to calculate realistic marketing budgets
● Strategies to engage and retain customers
● Marketing metrics for ongoing optimization

Participants receive:
● A Marketing Plan Element Checklist
● A Marketing Plan Document Template
● A Marketing Plan Example 

Who should attend
● Product, marketing and brand managers
● Advertising professionals
● Market Research managers
● Financial analysts and strategists focused on marketing operations
● Functional specialists who support marketing departments
● Brand consultants
● All learning applies to Business to Consumer, BUsiness to Business & Non-profits
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Day 1
Morning: Planning Process & Upfront Analysis
● Key steps, timing & players involved in the Marketing Planning Process
● Marketing Plans & Strategic Plans: How they differ & relate to each other
● Marketing Plan pre-work

• Industry, competitive & past performance analyses 
• Target persona identification 
• Path to purchase understanding 
• Primary marketing research studies 
• Data/information sources 

Afternoon: Brand Strategy, Business & Marketing Goals, Budgeting, Integration
● Key strategy elements: brand positioning, segmentation, sources of volume
● Setting business and marketing plan goals and objectives
● Determining marketing budget and allocating it across marketing elements
● Developing a meaningful and impactful integrated marketing message
 
Day 2
Morning: Optimizing Traditional Marketing Plan Elements
● Advertising creative & “traditional” media plans
● Consumer promotion tools and when to deploy them
● Trade and intermediary promotion tools and when to deploy them
● Public relations, event, and cause marketing approaches

Afternoon: Digital Marketing Tools, Marketing Plan Metrics and Execution
● Digital Marketing: website, search, social media, e-commerce optimization
● Integrated marketing flowcharts, seasonality and geographic emphasis
● Program prioritizations: must haves vs. nice to haves, risks and hedges
● Monitoring performance

• Individual marketing element performance 
• Marketing mix optimization (changing marketing element choices) 
• Plan development timing, execution/implementation, and pitfalls