mktingmasterclass

COMMUNICATIONS TRAINING AND CONSULTING FOR
BUSINESS AND EDUCATION

ASC Training & Consulting

COMMUNICATIONS TRAINING AND CONSULTING FOR
BUSINESS AND EDUCATION

ASC Training & Consulting

COMMUNICATIONS TRAINING AND CONSULTING FOR
BUSINESS AND EDUCATION

ASC Training & Consulting

ASC Training & Consulting

MARKETING MASTERCLASS

This 3-day training event is run by ASC Associate, Allyson Stewart-Allen and Susan Croft. It comprises the following:

Day One: Allyson Stewart-Allen

1        What Is Marketing? The Marketing Mix
A.        Price
B.        Product
C.        Place

D. Promotion

      Case Study: Exercise 1

2        Marketing Objectives: What Are You Really Trying to Achieve?
A.        Identifying and setting meaningful marketing objectives

B. Forecasts and targets - setting relevant targets on the basis of realistic forecasts of demand, market penetration

and share

C. Market Audits

- SWOT analysis:

- Critical Success Factors

- Five Forces Analysis

- Force Field Analysis

         D.        Using the SWOT analysis to set objectives
E.        Market Segmentation
F.        Prioritising Your Markets
Case Study: Exercise 2

3        Marketing Strategies
A.        Marketing strategies and options
B.        The purpose and use of marketing strategies
C.        Growth strategies
D.        Marketing strategies to expand your business
E.        Evaluating strategic options
F.        Strategic choice feasibility and suitability
G.        Using the SWOT analysis to devise successful strategies
Case Study: Exercise 3

4        Implementing Strategy: The Marketing Plan
A.        Why plan?
B.        What are the benefits of planning and how does this apply to marketing?
C.        What does a marketing plan look like and what is its scope?
D.        Who is it for and who needs to buy into it?
E.        What is the difference between a good and bad plan?
Case Study: Exercise 4

Day Two: Susan Croft

5        Implementing Strategy: Promotion/Communications

A. Determining your communications objectives and strategy

B. Developing the plan

C. Implementing an integrated communications programme

D. Your website and internet marketing

E. Developing and protecting your brand

F. Budgeting, quality control and measurement

       Case Study: Exercise 5

6        Implementing Strategy: Customer Retention
A.        CRM: what it is, why companies do it

B. Four key steps in implementing a programme

C. The customer dimension of CRM

D. The marketing dimension of CRM

E. Knowledge management and knowledge sharing

Case Study: Exercise 6

7 Implementing Strategy: Agency Selection

A. Selecting the right agency

B. Managing the agency

C. Measuring the service and the programme

D. Ingredients for a successful agency/client relationship

       Case Study: Exercise 7

Day Three: Allyson Stewart-Allen/Susan Croft

8        Marketing Planning: The Key Process Elements
A.       The Marketing Audit
B.       The external environment
C.       The competitive environment
D.       Analysing the market
E.       The importance of segmentation
F.       Product life cycle
G.        Market position
H.        Marketing information
I.        Marketing systems
Case Study: Exercise 8

9        Making the Plan Successful
A.        Selling the plan in your organisation
B.        Making the plan live
C.        Making your plan really drive what happens
D.        Living with the plan, and building it into the way you work
E.        Keeping the plan up to date (the rolling plan)
F.        Why do some plans fail and how to stop your from being one of them
G.        Completing the planning cycle
Case Study: Exercise 9

10        Role Play/Case Study Presentations

11        Feedback and final discussion

COMMUNICATIONS TRAINING AND CONSULTING FOR
BUSINESS, EDUCATION AND NON PROFIT