Marketing Strategy and Planning Brochure

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

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