Marketing Strategy and Planning Brochure

Marketing Strategy and Planning Defining strategies that deliver growth in sales and profits

Create a marketing strategy that maximises your growth in sales and profits.

A clear marketing strategy focuses on your customers. Unlike a business plan it will help you to clarify who you should sell to, what you should sell them and why they should buy from you rather than a competitor. Cranfield has been at the forefront of leading edge thinking in this area. The Marketing Strategy and Planning programme is based on decades of Cranfield research and is delivered by Professors Malcolm McDonald and Stan Maklan. The programme gives you the capability to define marketing strategies that deliver sales and profit growth, and gives the tools to implement highly effective planning processes. • Boost your confidence in marketing strategy and planning. • Advance your knowledge on how to allocate precious marketing resources to maximum effect. • Learn how to segment the market. • Prioritise the most attractive and profitable market segments in line with your organisations known competitive strengths. • Gain improved customer insights in order to drive segmentation and differentiation.

What you will gain from this programme:

What your organisation will gain: • A more knowledgeable marketer who can create innovative marketing strategies and maximise organisational resources to boost performance. • Immediate business impact through the creation of marketing strategy and plans. • Greater understanding of your customers and markets leading to differentiated value propositions and clear competitive advantage. • Integration between

Who is the programme for?

This programme is suitable for: • Marketing Directors and Managers. • Business Development and Commercial Directors. • SME Managing Directors. Teams are welcome to attend and work on a plan for their own organisation (maximum five delegates per organisation).

• A step-by-step process for creating a world-class marketing strategy. • State-of-the-art concepts, tools and frameworks to improve performance and achieve competitive advantage. • Improved skill and confidence in marketing strategy and planning. • Leading-edge customer insight techniques to drive segmentation and planning. • Ability to segment your customer market and prioritise the most attractive customers.

To book contact: Cranfield Executive Development team Tel: +44 (0)1234 754500 Email: execdev@cranfield.ac.uk

the marketing and business strategy.

For more information visit: www.cranfield.ac.uk/som/msp

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Programme content and design This is a two-day residential taking place at Cranfield School of Management. Taught by world renowned Professor Malcolm McDonald and Stan Maklan, you will benefit from their wealth of experience gained through decades of work with blue-chip businesses on their marketing planning processes.

Programme details

You will learn how to: • Perform correct segmentation. • Prioritise segments.

Fees All our executive programme fees include tuition, course materials and accommodation (where applicable). For Cranfield Alumni we offer a 25% discount on the course fee, and we also offer a discount to research club members. Please ask at time of booking.

• Correctly understand your customers’ needs and use this to deliver strategic advantage. • Craft clear and profitable value propositions that resonate with customers. • Develop marketing strategies in line with customer needs. • Create a powerful multichannel strategy that effectively serves your customers. • Perform CRM benchmarking. • Make use of knowledge, tools and techniques required to implement marketing change. Day one Profit – the role of world class strategic marketing planning: • Challenges and how world class companies deal with them. • The need for marketing planning. • The crucial role of segmentation. • Overview of the planning process. Segmentation: • Marketing definition and market mapping. • Exercise – market mapping. • Defining product-markets and needs- based segmentation. • Exercise – needs-based segmentation. Assessing market attractiveness: • Market attractiveness factors (MAFs). • Exercise: Defining MAFs and prioritising product-markets.

You will benefit from a range of creative and diverse ideas used by the programme participants to overcome challenges that they have faced across a range of sectors.

The pragmatic design of the programme content walks you through a step-by-step process for developing a marketing strategy and plan. The goal is to help you organise the strategic marketing planning process effectively for immediate implementation, ready for you to share with confidence to your stakeholders.

See www.cranfield.ac.uk/som/msp for dates and fees.

Organisations that have already benefited from the Marketing Strategy and Planning Programme include:

Duration: Two days residential

• Afton Chemical Corporation. • Alstom Power. • Barclays Bank Plc. • British Gas. • BT Group. • Dickinson Dees.

• Ernst & Young. • Eurostar (UK) Ltd. • Kettle Foods Ltd. • Ordnance Survey. • Royal Bank of Scotland Plc. • The Met Office.

Day two Assessing competitive position: • Understanding critical success factors (CSFs). • Constructing the Directional Policy Matric (DPM). • Exercise: CSFs and the current DPM. Marketing objectives and strategies: • Marketing strategies and the DPM. • Exercise: setting objectives and strategies. Multichannel customer management: • A stage model for CRM maturity in a multichannel environment. Feedback of partial plans created so far. Next steps: • Customer insight. • The barriers to marketing planning and how to overcome them. • Interpreting the DPM. • The DPM over time.

“The course was excellent and provided some great tools for me to use in my role to influence marketing strategy. To have such knowledgeable and expert course co-ordinators is a key selling point, aside from course relevancy and the fantastic location.”

Claire Lyons, Senior Marketing Manager, Jersey Finance Limited

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Programme team

The Cranfield learning environment Whatever your executive development requirement, we will have a specialist who can help. We are a team of 50 learning professionals focused on partnering with organisations around the world to develop their leaders, managers and talented hi-potentials. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day. A home from home After a hard day’s learning, lie back and relax in one of the 186 modern en-suite bedrooms, all of which are designed to make you feel at home. The amenities include free Wi-Fi, Freeview television, a great working area with appropriate light and desk space and a music centre to help you unwind. About Cranfield Executive Development

Professor Stan Maklan Programme Director and Professor of Marketing and Technology Stan began his professional career with Unilever Canada, subsequently moving with that firm to the UK and Sweden. He then spent ten years as a management consultant with global leaders in information technology: Computer Sciences Corporation (CSC) and Sapient. He established CSC UK’s customer relationship management practice

and then moved to a role within its European consulting and global management research unit (Research Services). In that role, he started to work with Cranfield’s Centre for Strategic Marketing and Sales and completed a PhD. His PhD research explored how firms change their marketing competencies when developing direct relationships with consumers online. Stan’s research focuses upon Big Data - Marketing Analytics, Customer Relationship Management (CRM), Customer Experience (CX), Marketing Measurement and Accountability and Marketing Leadership. Collaborations with talented partners take him into the areas of ethical consumption, making sense of big data and development of B2B solutions. He is particularly interested in advancing the practice of marketing; how should firms develop the necessary capabilities to respond to changing markets and technology? His research suggests that capabilities are developed best through reflective practitioners, often by middle managers, rather than imposed top down or bought in via suppliers and consultants.

Professor Malcolm McDonald MA (Oxon) MSc PhD DLitt FCIM FRSA Emeritus Professor

Malcolm is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada

Dry where, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval. Malcolm is Chairman of Brand Finance plc and five small companies, but also spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia. He has written forty three books, including the best seller Marketing Plans; how to prepare them; how to use them and many of his papers have been published.

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Location

How to find us Cranfield School of Management is located about halfway between London and Birmingham, and on the outskirts of Milton Keynes. Junctions 13 and 14 of the M1 are five minutes away and Milton Keynes railway station is 20 minutes by taxi. London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections.

Northampton

Bedford

A428

• Cranfield

A1/M

A421

A5

Luton

A41

A40

M1

Oxford

A420

M25

M40

A34

Swindon

• Shrivenham

• Cambridge

M4

Bedford •

• Cranfield Heathrow London r

Milton Keynes •

A436

Luton

Oxford •

Stansted

Shrivenham •

LONDON •

Swindon •

Heathrow

Gatwick

Cranfield Management Development Centre MK43 0AL, UK T: +44 (0)1234 754570 www.cranfield.ac.uk/som/executive

@cranfieldmngmt @cranfielduni /cranfieldmanagement /CranfieldSoM

This programme is provided by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University.

Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details. Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc

Version 2. January 2019.

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