A desk based PRACTICAL 2-day course that combines professional qualifications (CIM) with 35 years continuous on the job experience to produce - using a ten stage format - a MARKETING ACTION PLAN designed to substantially increase the EFFECTIVENESS AND PROFITABILITY of your Organisation.

TO BOOK ON THE NEXT PROGRAMME PLEASE PHONE (0114) 288 5951

Also available as FULL DAY fast track version

Please note: Places are strictly limited to ensure personal tuition and guidance. Venues include Sheffield, Doncaster and East Midlands (others by arrangement).

This programme is aimed at anyone involved in marketing their Organisation - at any level. Ideal for those new to marketing as well as those wanting to revise their current marketing strategy

HERE'S WHAT YOU WILL DISCOVER IN JUST 2 DAYS:

STAGE ONE: THE MARKETING CONCEPT – WHAT IT MEANS
The changing face of marketing. From transactional marketing to relationship marketing and everything else in between. 

This stage is all about getting to grips with the basic concept of marketing. We will define what we mean by marketing and what purpose it plays in the success of our business. We will also consider whether it is a science or an art – thus helping us analyse our previous experiences with marketing. 

Stage one also includes us destroying the ‘field of dreams’ myth once and for all. Build it and they will come did not work for Kevin Costner and it is unlikely to work for you. We show you some notable failures including the ‘better mousetrap builder’ 

Here is where we learn how to exploit and develop the MARKETING MIX – four distinct sections, each one fully explored during the day. An introduction to the contents of a MARKETING ACTION PLAN

STAGE TWO: THE MARKET PLACE - HOW TO AVOID STANDING ON QUICK SAND
This stage is about helping us understand the ever - changing market place (quicksand) in order we can respond accordingly and profitably. In this second section we will also discover how to undertake a market audit where we rank our customer’s profitability and to start to consider the benefits of a customer perception survey (what do current customers know you for) enabling us to ‘position ourself in the market place’

Here is where we also look at introducing (or revising) our Vision and Mission statements

STAGE THREE: THE PRODUCT OFFERING - IS IT STILL RIGHT FOR THE MARKET?
The product offering is far more than simply supplying the product or service to the client or customer. The product is only one part of the offering. During stage three, we identify the 5 types of BENEFITS and how to select the right one – this is what customers buy.

We will also:
*Identify your USP and UPB 
*Plot your Product Life cycle – so you know when your product needs revamping 
*Discover how to identify the winners and the losers 
*Learn why Products Fail – the 6 key reasons

STAGE FOUR: THE MARKETING STRATEGY - MAPPING YOUR ROUTE TO SUCCESS
This stage is all about finding out the customer’s needs (the hierarchy of needs) and then satisfying them.

During stage four we will consider:
*How to identify the customer’s needs –Selecting the right market segment
*Hunting for truffles – the 8 most popular marketing research models
*Product positioning – the importance of a positioning statement
*Competitive analysis – undertaking a SWOT analysis
*From cash cow to dog – how to identify winners and losers

STAGE FIVE: MARKETING TACTICS - HOW WE DEVELOP A COMPETITIVE EDGE
In this section we will look at all the key elements of how to create a sustainable competitive edge. We identify the personal attributes that help
you differentiate your products or services from your competitors.

In this stage, we also consider the importance of branding or ‘Selling through your name’. How to create a strong image that reflects the
ethos behind the business.

STAGE SIX: PRICING AND SETTING BUDGETS - THE PRICE IS 'RIGHT'
Probably the most difficult and yet without doubt the most important part of your MAP. Here we consider how to choose the ‘right’ price. From captive pricing (where one lower priced product ie computer printers complements the higher priced inks) to psychological pricing (the infamous .99p)

We also look at how a small change in pricing can have a devastating effect on your profitability. Give a 20% discount and you have to sell 400% more products. On the other hand, an increase in prices by just 10% leads to a 55% reduction in sales effort

STAGE SEVEN: HOW TO MEASURE EFFECTIVENESS -
HOW DO WE KNOW IT'S WORKING?
How to undertake a customer perception survey (spontaneous recall and prompted recall) to test the validity of your marketing campaign.


STAGE EIGHT: PRODUCING OR REVISING YOUR MARKETING ACTION PLAN
How to turn SMART objectives into an achievable plan – the key steps to follow

STAGE NINE: WHAT CAN AFFECT YOUR MARKETING PLAN - INCLUDING EXTERNAL INFLUENCES
Finding out how undertaking a P.E.S.T analysis can identify the external influences that could affect your plan

STAGE TEN: MAPPING YOUR WAY TO SUCCESS - THE STRUCTURE OF THE PLAN
Making your business grow – the 10 key stages to producing a structured marketing plan – we provide you with the template to guide you through each stage

The TOTAL investment to discover how to produce or revise a marketing action plan is just £295 (NO VAT) per person (with discounts for 2 or more) for the full 2-days and INCLUDES:

* Strictly limited numbers to ensure personal tuition and support

* Specially produced PRINTED Resource manual - a COMPLETE ‘How to ‘bible’ – everything you need to know about marketing (worth the price of the workshop alone) in a loose leaf format (so you can keep it up to date with FREE printed handouts downloadable from our web site EXCLUSIVE to course participants) in a FREE binder worth £4.97

* FREE after – course support for as long as required. Not only do we give you a printed resource manual to take home but we also let you take the course tutor home after the course.  Phone or e-mail him with any queries – no extra charge for this valuable service

* Attendance certificate for framing and as evidence for personal CPD 

This desk based interactive seminar (with no embarrassing role play) is written and delivered by David Watkins who has 36 years continual experience in 'doing it' and 22 years helping others do it better.

Each participant also receives a personal priority indicator prior to the course that ensures the course is tailored to their needs.

To Pay by credit & debit card / Paypal transfer - click on the link at the bottom of the page


To confirm your details, pay by any other method or request further information - click here


To phone our bookings line - 0114 288 5951 

Please note, the all inclusive fee includes welcome coffee on arrival, two mid session break refreshments, light buffet lunch, all printed material and after - course helpline for as long as required (no time limit)