Practical Marketing – Developing and delivering a successful marketing plan

Understand market segmentation and deliver a practical marketing plan to suit their needs

Overall aim of the course:

To provide individuals with a structure and practical processes in order that they can develop and implement a successful marketing plan.

Delegates attending this will be able to:

  • Identify the principles of marketing and what it can do for their organisation
  • Recognise the importance of internal marketing
  • Segment their industry and identify who they should be targeting
  • Develop a customer focus for their organisation
  • Market both a service as well as a product
  • Identify what marketing strategies they could adopt to meet the business objectives
  • Conduct a marketing audit, develop a marketing plan, learn how to evaluate that plan and keep it on track to deliver corporate objectives
  • Consider different tactics to promote the company and its services to create awareness and help generate enquiries
  • Have confidence to help them in making marketing decisions
  • Use the practical guidance, advice and templates to conduct a marketing audit, formulate marketing plans and roll out campaigns.

Course Content:

  • What is marketing? Basic requirements of a marketing plan
  • Where are you now? Where does your business come from? Conducting a marketing audit
    • Understand your market place – market segmentation, targeting and positioning
    • Customers – in all guises, what influences their decisions?
    • External and internal factors
    • Your brand – what do you stand for?
    • Understand the competition – how do you compare
  • Where do you want to be?
    • Establish your positioning, strategies for growth
  • How will you get there?
    • Implementing your strategy
    • Internal communication
    • Budgets, Resources
    • Using 7 P’s of marketing for competitive advantage
      • Price, Process, Product, Physical evidence, Promotion, Place, People
  • Effective communication
    • The messages, The channels
    • Planning for a crisis, Handling negative messages
  • How will you ensure arrival?
    • Monitoring and control, Implementation


2/3 days depending on the level of detail required, templates t

  • be delivered, role play exercises


That was excellent, it gave me some real examples of how I can do things differently and better – thank you so much.

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If you believe your organisation needs help fulfilling its potential then I urge you to contact us for an initial FREE consultation, where I hope you will find our approach is refreshing and practical.

— Tim Stimpson