Developing An Impactful Marketing Plan

31 Jul-01 Aug, 2019, Parkroyal Kuala Lumpur

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Learn from the Best

Sharon Lee has been a marketing & brand management executive for 20 years and is a successful business builder in the role of distributor, brand builder and product innovation leader.

 

Sharon has constructed brands, launched products and built market shares in companies such as J&J, Fonterra Brands, Smith & Nephew and GlaxoSmithKline. She has an MBA in Strategic Marketing from the University of Hull and a double major in BSc in Marketing and Entrepreneurship from Hawaii Pacific University.

 

Sharon’s keen interest in the area of marketing has brought her to the arena of academics and corporate training. Her industrial experience and academic & training background has prepared her for sharing of best practices that emphasizes practicality and sustainability. Her passion is to share, create and support implementation of great ideas with her participants. Sharon has progressed to serve as a Director of Strategic Planner, with the responsibility of strategizing and initiating projects that leads to achieving the organization’s mission and vision.

Venue Details

Parkroyal Kuala Lumpur
Jalan Sultan Ismail, Bukit Bintang,, 50250 Kuala Lumpur,
Phone : 03 2147 0088

Click For Hotel Location

Contact us

Juliany,
03 2283 6109
juliany@ipa.com.my

Phoebe,
03 2283 6100
phoebe@ipa.com.my 

FOR CUSTOMISED IN-HOUSE TRAINING
Jane,
03 2283 6101
Jane@ipa.com.my

ADDRESS 
A-28-5, 28th Floor, Menara UOA Bangsar, 
No.5, Jalan Bangsar Utama 1, 
59000 Kuala Lumpur
www.ipa.com.my

FOCUSING ON
  • Overview of Marketing Planning
  • The Marketing Plan Process
  • Core Marketing Strategies
  • Choosing the Market to Serve
  • Setting SMART Objectives
  • Designing Customer Centric Marketing
  • Tools for Managing the Marketing Effort

    Complimentary
    Marketing Plan Worksheets To Bring Back To The Office
OVERVIEW

Every entrepreneur and marketing practitioner needs to start off with an actionable marketing plan!

 

Thoroughly understand how to develop a marketing plan that is practical with an eye on the outside; marketing intelligence, consumer insights, opportunity and threats, and an eye on the inside; organization’s strength, weakness, competencies and implications.

 

This course provides a disciplined step-by-step approach to building a marketing plan that makes sense. Tools, templates and techniques will be shared and practiced on to deliver an actionable, practical and useful marketing plan.

 

This is a highly practical course, beyond textbook theories.


COURSE LEARNING OUTCOMES (CLO)
  1. Distinguish a solid marketing plan based on a disciplined and analytical approach.
  2. Proceed to develop deep insights into the organization’s competencies and resources as well as external opportunities and threats to arrive at key success factor(s) for the organization.
  3. Classify the right target market for the organization and position effectively to them.
  4. Select and produce the Marketing Tactical Plan based on Objectives and Strategies.
  5. Display the ability to produce and an Implement plan to integrate and manage the marketing activities.
  6. Decipher and collect vital market and competitive intelligence.
  7. Identify the right consumer for your business.
  8. Make marketing mix decisions that are strategic and aligned with the marketing plan.
  9. Identify the best advertising and promotional options.
  10. Implement the marketing plan
 
DAY 1
9:00 OVERVIEW OF MARKETING PLANNING
  • Understanding the marketing concept
  • Why is marketing planning important
10:00 THE MARKETING PLAN PROCESS
  • Components of a Marketing Plan
  • Writing the Executive Summary
  • Situational Analysis
  • Resource based marketing
  • Analyzing the competition
1:00 Lunch

2:00 THE MARKETING PLAN PROCESS
  • Identifying Critical Success Factors
  • Identifying Key Issues
4:00 CORE MARKETING STRATEGIES
  • Identifying Sustainable Competitive Advantage
5:00 End of Day 1
DAY 2
9:00 CHOOSING THE MARKET TO SERVE
  • Market Segmentation
  • Selecting target market
  • Creating consumer value
10:00 SETTING SMART OBJECTIVES
  • Financial
  • Sales
  • Branding
11:00 MARKETING POSITIONING
  • Positioning Your Business For Success
12:00 DESIGNING CUSTOMER CENTRIC MARKETING
  • Marketing mix strategies (7Ps)
1:00 Lunch

2:00 DESIGNING CUSTOMER CENTRIC MARKETING
  • Marketing mix strategies
  • Marketing mix tactics
3:00 TOOLS FOR MANAGING THE MARKETING EFFORT
  • On time, On budget
  • Measuring marketing KPIs
5:00 End of Course
WHO SHOULD ATTEND
  • Entrepreneurs and marketing practitioners who feels that there is more to marketing than what they are currently practicing.
  • Marketing practitioners who doubt the need for a marketing plan.
  • Personnel working in the marketing department and is new to the marketing discipline.
  • Marketing communication managers.
  • Stakeholders who work closely with marketing departments such as sales & commercial leaders, advertising, research and trade marketing personnel