BackPrint
Seminar

Marketing plan and planning

Goal

  • Improve the marketing processes in the company. Perfect the existing knowledge
  • Learn to use the established marketing models and market research methods in the analysis of the activity of the enterprise
  • Learn how to make a marketing plan and control it

Target audience – up to 12 participants in the group

  • Managers, sales and marketing department managers
  • Marketing, advertising and PR department employees
  • Sales representatives, project managers etc.

Methods

  • Review of marketing analysis methods
  • Seminar in the form of discussions and practical training with active involvement of the participants
  • Solving and analysis of situational tasks and practical examples
  • Work in groups. The participants retain the seminar materials

Time – 2 days

Content

  • Analysis of the marketing environment of the company

    Analysis of the internal environment
    Analysis of the external environment (size of the market, capacity, development tendencies, consumer action, segments, target market, predicting demand)

  • Competition and competitors (analysis of the competition, Porter five force model, other methods)

    Analysis of intermediaries, suppliers, etc.
    SWOT analysis
    The Boston consultant group matrix, using it in market analysis and the analysis of the company portfolio
    Positioning
    General Electric model

  • Goals of marketing

    The mission of the company, strategic goals, marketing goals, advertising and other goals

  • Marketing strategy

    Primary marketing strategies (market enveloping, competitive position strategy, product life-cycle strategy)
    Secondary strategies (product group, positioning, push-pull strategy, marketing complex strategy)
    Mc Kinsey 7 S model and determining the strategy

  • Marketing program, planning

    Activities related to the product, pricing, distribution activities, promotion in the market

  • Distribution planning

    Goals, managing distribution channels (marketing systems), planning sales

  • Planning promotion (advertising) activities

    Goals, target groups, strategies, planning, budget

  • Control mechanisms for plan execution

    Objective and subjective control mechanisms and methods, possibilities of plan correction

Trainer – Elīna Gaile-Sarkane