Today’s business world is characterised by greater change than ever before. New competitors are challenging established paradigms. Channel partners are calling the shots. Savvy customers demand personalised solutions immediately on their own terms. External influencers including governments and pressure groups make business as normal no longer normal. To survive, to grow, marketers need to be future focused and to make tough choices. Cross-functional working is the new imperative and only those organisations that are obsessive about their customers’ needs, wants and desires will win.
Strategic Marketing Planning will arm attendees with clear processes, practical tools and a proven methodology for determining robust plans that will drive both top and bottom line. Attendees will leave knowing how to build a solid plan from strong foundational business analysis through each step of determining appropriate strategies, culminating in the delivery of superior customer experiences.
Significant business results are generated by sound choices. This programme uses global best practice with a logical framework, practical tools, and a solid end-to-end process to guide you to create world-class strategic marketing plans, which in turn will drive commercial results for your business.
Who Should Attend
This advanced level course is specifically designed for Brand Managers, Marketing Directors and Vice Presidents of Marketing who are already familiar with the basics but are keen to create more impactful commercial plans. The concepts, processes and tools shared on this programme are those used by successful multinational corporations from around the globe across a huge variety of business categories and sectors in both consumer goods and business-tobusiness settings.
The course will also prove greatly beneficial to those in customer-facing roles such as Sales or Customer Services, together with others who wish to understand the importance of a customer focus such as Finance and Human Resources.
Senior leaders will leave confident to challenge, coach and mentor.
Competencies covered on this training include (but are not limited to):
Customer Focus, Market Analysis, Strategic Prioritisation, Objective Setting, Excellence in Execution, and Real-time Optimisation.
Benefits of Attending
- Confidently conduct a systematic, broad and deep Situation Analysis
- Know how to unearth deep Customer Insights
- Grasp how to derive a compelling, and motivating Competitive Value Proposition
- Determine powerful Growth Objectives, Strategic Imperatives and Customer Experiences
- Know how to Measure Activation Impacts in real time by setting appropriate KPIs
Miles is a marketing leader and consultant with over 25 years of experience in creating strategy, developing and executing marketing plans, designing organisations and building capabilities, developed through senior roles and engagements in both B2B and B2C markets.
As CMO at Arup, he was responsible for the delivery of all External Marketing and Internal Communications, inc. relaunching the brand, all digital channels, and marketing leadership via specialist teams for Digital, Film, Design, PR and Press.
At Diageo Miles occupied a Global Marketing Director leadership role overseeing the pan-Africa portfolio, brand growth, development and launch, particularly TV advertising in UK/Ireland, innovation projects.
He has also worked for organisations in strategy consulting (Marakon, Cognosis), marketing consulting (Brand Learning) and engineering design sectors (Arup). During his career Miles has led projects to redefine strategic business focus, relaunch brands, prepare firms for merger and post-merger integration, create and deliver marketing capabilities, and redesign functions.
Miles has an MBA from London Business School and an engineering degree from Imperial College. A developer of new ideas and pragmatic solutions, Miles is never happier than when creatively solving problems.
Nigel Knowlman has 25 years Commercial and Marketing experience with a range of blue chip companies including Spirax Sarco ($2bn revenue) and National Oilwell Varco ($8bn revenue). He has worked extensively in the USA and South Korea, and has also worked in Japan, Canada and across Europe. For the last seven years Nigel has been running his own training consultancy.
He has a depth of management expertise, having worked with businesses across a variety of sectors including Food and Beverages, Pharmaceutical and Biotechnology, Oil & Gas, Pulp and Paper, Healthcare, Robotics, Agriculture, Environmental protection, Motor manufacturing, Charities and Film and TV. Nigel has further built his skills as a consultant working for a range of clients where he has the experience of delivering learning programmes with more than 600 companies.
Nigel is an energetic and enthusiastic trainer with a real passion for teaching, his upbeat positivity never fails to encourage participation. His teaching covers a wide range of Marketing and Management skills and competencies.
Nigel’s broad experience has been put to good use with a range of clients in both the development and delivery of a variety of programmes for groups from four to 60 delegates, covering B2B and B2C. He is also adept at facilitating teams through coaching and guiding them to solutions and is consistently scored highly by clients and attendees alike as an engaging and energetic facilitator. Nigel has run workshops and lectures in the UK for the Chartered Institute of Marketing, Cirencester College and Isbourne College and the University of Gloucestershire.
He has a Master’s degree MBA from University of Manchester Business School and Level 3 Award in Education and Training. He is a member of the Chartered Institute of Marketing and Chartered Marketer.
Upon completion of this training course, participants will earn a digital badge.
Earners of the Strategic Marketing Planning badge are able to confidently conduct a systematic, broad and deep situation analysis. They are able to derive a compelling and motivating competitive value proposition and measure activation impacts in real time by setting appropriate KPIs.
Situation analysis, growth objectives, strategic imperatives, customer experiences, stakeholder mapping, crisis management, setting business objectives
- Attend and participate in the 3 full days of training course duration, led by the designated training expert, with less than 2 hours of noted absence.
- Successful completion of the course assessment
Attend In-Person or Remotely
Attend In-Person or Remotely
|HYFLEX COURSE FEE|
Pricing excludes 5% VAT, which will be charged where applicable.
Course fees include documentation, luncheon and refreshments for in-person learners. Delegates who attend all sessions and successfully complete the assessment, will receive a Informa Certificate of Completion. A hard copy will be provided to in-person learners and a soft-copy will be provided to virtual learners.
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