Introduction
Strategic marketing plan is an essential business tool to drive the marketing efforts to achieve specific marketing objectives in any market situation. This course will equip participants with the essential marketing knowledge, concepts and elements for developing a practical, results-oriented marketing plan. Participants will learn how to investigate and analyse their areas of business and the current market situation, focus on the unique selling proposition of their product and/or service, target on the needs of the target market, and select the right choice of marketing growth and marketing mix strategies.
The knowledge acquired by participants will enable them to formulate the right marketing strategies, develop a marketing mix specific to that market and its particular needs to attain the company's marketing objectives and implement the marketing plan successfully.
The course includes mini-lectures, marketing plan puzzle, mini-activities for building each element of marketing plan, simulation case studies for group discussion. It incorporates a practical approach that takes the participants step-by-step through the marketing planning process, from constructing the marketing elements to the drafting of a marketing plan. Participants are also encouraged to learn by working on a real-case marketing plan based on a workplace scenario.
Learning Outcomes
Learning Outcomes - Increase understanding of marketing jargon and fundamentals
- Build the elements of the marketing plan
- Generate marketing goals, U.S.P. (Unique Selling Proposition), and positioning statements
- Apply environmental scanning tools for analysing market and business situation
- Formulate strategies for achieving business objectives
- Apply marketing development steps for drafting a result-oriented marketing plan
Course Outline
Course Outline - Understanding marketing fundamentals
- Reviewing business and analysing market
- Choosing the right market research methodology
- Identifying target markets and their needs
- Setting marketing objectives and results
- Formulating marketing strategies
- Creating appropriate marketing mix strategies
- Developing Integrated Marketing Communication (IMC) strategies
- Setting the marketing budget
- Implementing, evaluating, and reviewing of the result
Who Should Attend
Who Should AttendAny professionals or entrepreneurs who want to successfully market their businesses, products, or services. This course will improve your marketing planning skills and prepare you to effectively develop your marketing plan.
The Trainer
Trainer's ProfileCecilia Sim, Corporate Facilitator
Cecilia strongly believes that people can develop their potential at both the personal and professional level. She is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. Being a practitioner, she facilitates and engages participants by using simulated real-life cases and practical examples to enhance their learning and application. Cecilia includes gap analysis training methodology and walks participants through the self-discovery process to review workplace experiences, highlight necessary changes, and revitalizes the next few action steps for personal development and better results.
She has strong people skills and cross-border experiences in working with participants across different industries and cultures in the region. Cecilia has more than 25 years of extensive industry experiences from her various roles as trainer/facilitator, pre-sales consultant, assistant director, and General Managers across the MNC, SMEs, and Start-ups of various industries including IT, education, membership, and management consulting. Her responsibilities for director and general management role include portfolio repositioning, change management, performance management and sales results of her team and organization.
Cecilia is a bilingual facilitator and has broad experience in facilitating training for thousands of companies from different industries. Her key competencies include corporate training, course development, mentoring, and management consultancy services in the areas of sales, marketing, management, communication and customer services. The participants in which she has conducted for public and in-house company training include C-level, senior managements, executives and professionals at local, regional and international levels.
Her partial list of corporate clients in addition to public seminars include A* Star, American Express, Bhutan Royal Insurance, Cargo Community Network, CrimsonLogic, Premier Rent-A-Car, Far East Organization, Ferring Pharmaceutical, Fugro Satellite Positioning, GFK, Güntner Asia Pacific, MTU Asia, Novartis (Thailand), Nitto Denko, Kennametal, Rutledge, Spa Esprit Group, City Bank, Chubb Singapore, Step Oiltools, Weatherford (Brunei), Sumitomo Chemical Asia, Pico Electronics, National Instruments, NTUC, Singapore Tourism Board amongst others.
Cecilia holds a Master of Business Administration from the University of Adelaide (Australia), and a Bachelor of Business Administration from the Northeastern University, Boston, USA (Honor, major in Management Information System). She also holds the WSQ Advanced Certificate in Training and Assessment (ACTA), and WSQ Certified trainer for Service Professional (CSP) trainer, GEMS (going the extra miles). She is a certified KPI professional by KPI Institute.
