Marketing Strategy and Planning Brochure

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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www.cranfield.ac.uk/som/msp +44 (0)1234 754500 execdev@cranfield.ac.uk

www.cranfield.ac.uk/som/msp +44 (0)1234 754500 execdev@cranfield.ac.uk

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