Creating Strategic And Operational Marketing Plans

Creating Strategic and Operational Marketing Plans

Last updated 2022-01-10 | 4.4

- 1. Understand various business orientations and the emerging of the Marketing Orientation
- 2. Define key Marketing concepts from credible academic and professional references
- 3. Explain the Marketing scope and its importance for any organization

What you'll learn

1. Understand various business orientations and the emerging of the Marketing Orientation

2. Define key Marketing concepts from credible academic and professional references

3. Explain the Marketing scope and its importance for any organization

4. Outline vital Ethical considerations when practicing marketing

5. Explain the Marketing Planning Process based on the APIC framework

6. Conduct comprehensive Workshops to generate the Strategic and Operational Marketing Plans using the provided templates and the step-step guidelines

7. Analyze the market by a critical assessment of the Macro

Micro

and Task environments

8. Reflect on best international marketing practices throgh many cases studies at different sectors

9. Conduct Market Audit using analytical tools like PESTEL

5 Forces

and Mickens’s 7Ss

10. Design and generate Strategic Marketing Goals by applying SWOT and TOWS tools

11. Recommending best Marketing Strategic Options through critical scoring assessment using the SAF tool

12. Use the Ansoff Matrix to identify the overall direction of the Marketing Strategy

13. Understand the concepts of Segmentation

Targeting

and Positions (STP)

14. Defining and managing the 7Ps of the Marketing Mix

15. Demonstrate the elements of the Corporate Identity Mix

16. Understand the Customer Journey while assessing various touchpoints

17. Developing Operational Marketing Plans based on SMART objectives

* Requirements

* There are no specific requirements for this course. All that it needs is your open mind and creativity
* Like Swimming
* Marketing is only learned by practice. So try to apply the course content at your organization
* I would say that the content is intensive. I have extracted and summarised data from more than ten marketing books
* 20 case studies
* and many examples from my experience in the private
* public
* and academic sectors

Description

1. Understand various business orientations and the emerging of the Marketing Orientation
2. Define key Marketing concepts from credible academic and professional references
3. Explain the Marketing scope and its importance for any organization
4. Outline vital Ethical considerations when practicing marketing
5. Explain the Marketing Planning Process based on the APIC framework
6. Conduct comprehensive Workshops to generate the Strategic and Operational Marketing Plans using the provided templates and the step-step guidelines
7. Analyze the market by a critical assessment of the Macro, Micro, and Task environments
8. Reflect on best international marketing practices throgh many cases studies at different sectors
9. Conduct Market Audit using analytical tools like PESTEL, 5 Forces, and Mickens’s 7Ss
10. Design and generate Strategic Marketing Goals by applying SWOT and TOWS tools
11. Recommending best Marketing Strategic Options through critical scoring assessment using the SAF tool
12. Use the Ansoff Matrix to identify the overall direction of the Marketing Strategy
13. Understand the concepts of Segmentation, Targeting, and Positions (STP)
14. Defining and managing the 7Ps of the Marketing Mix
15. Demonstrate the elements of the Corporate Identity Mix
16. Understand the Customer Journey while assessing various touchpoints
17. Developing Operational Marketing Plans based on SMART objectives

Course content

10 sections • 63 lectures

Welcoming 1 lectures

Welcoming Preview 00:23

Introduction 3 lectures

Course content Preview 05:02

About the tutor Preview 05:00

Important notes Preview 01:39

Business orientations 6 lectures

Introduction to the different business Orientations Preview 00:36

The Production Orientations Preview 04:00

The Product Orientations Preview 01:40

The Selling Orientations Preview 02:37

The Marketing Orientations Preview 01:13

Session 2 Summary Preview 02:04

Introduction to marketing and marketing planning 6 lectures

Introduction to Marketing Preview 03:26

Please click on the below link to view the top 100 none-profit organizations
https://topnonprofits.com/lists/best-nonprofits-on-the-web/

The below link will provide you with examples of companies that adopt the customer-centric approach

https://www.forbes.com/sites/blakemorgan/2019/06/30/100-of-the-most-customer-centric-companies/?sh=7e972e9e63c3

The scope of Marketing, part A Preview 04:03

Follow the provided link to have further about "the simply truly magical customer experience of Disneyland."

https://www.linkedin.com/pulse/simply-truly-magical-customer-experience-disneyland-judith-b%C3%BCchl/

The scope of Marketing part B Preview 02:40

The importance of Marketing Preview 03:46

Marketing and Ethics Preview 02:50

5 examples of companies that adopt ethical marketing

https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing

The marketing planning process, the APIC framework Preview 00:30

Audit & Analysis, stage one in the marketing planning process 15 lectures

Introduction to The Marketing Audit Preview 01:21

Macro Audit using PESTEL Preview 05:56

Useful articles that apply PESTEL to different industries or companies

https://www.business-to-you.com/scanning-the-environment-pestel-analysis/

https://businessteacher.org/pestel/toyota2-pestel.php

https://www.business-to-you.com/scanning-the-environment-pestel-analysis

Micro Audit using the 5 Forces Preview 03:58

Internal Audit using the 7S (Part 1) Preview 00:56

Internal Audit using the 7S (Part 2) Preview 00:47

Internal Audit using the 7S (Part 3) Preview 01:32

Assessment using SWOT Part 1 (office background) Preview 01:58

Assessment using SWOT Part 2 Preview 01:27

Final remarks on the market audit stage Preview 00:55

Nike case study workshop (part 1): considerations before conducting the worhshop Preview 03:36

Nike case study workshop (part 2A): Macro Audit with PESTEL Preview 05:47

Nike case study workshop (part 2B): Macro Audit using PESTEL Preview 02:56

Nike case study workshop (part 3):Micro Environment Audit, Porter 5 Forces Model Preview 04:16

Nike case study workshop (part 4): Task Environment Audit, 7 S’ Framework Preview 05:25

Nike case study workshop (part 5): SWOT analysis Preview 04:27

Session 5: Planning, stage two in the marketing planning process 21 lectures

Setting strategic marketing goals using the TOWS tool Preview 05:04

Assessing Strategic options using SAF Preview 06:47

Using The Ansoff Matrix to Develop Marketing Strategy Preview 04:19

Creating value for targeted customers (part A) Preview 00:34

Creating value for targeted customers (part B) Preview 02:36

Examples of how companies used the geographic segmentation variable in their advertisements

https://www.yieldify.com/blog/geographic-segmentation-real-world-examples/

Creating value for targeted customers (part C) Preview 01:20

The marketing mix (empty room) Preview 00:35

The marketing mix, Product (part A) Preview 02:34

The marketing mix, Product (part B) Preview 04:16

The marketing mix, Place (part A) Preview 02:34

The marketing mix, Place (part B) Preview 01:24

The marketing mix, Promotion (part A) Preview 03:12

44.The marketing mix, Price (part A) Preview 02:44

The marketing mix, Price (part B) Preview 02:10

The marketing mix, Process Preview 01:19

The marketing mix, People Preview 01:32

The marketing mix, Physical Evidence Preview 01:04

Final remarks on the 7Ps of the Market Preview 02:23

7Ps in action Restaurants Preview 05:27

The fundamentals of building a corporate identity Preview 04:45

Last comments on about the planning st Preview 00:41

Implementation, stage three in the marketing planning process 6 lectures

Marketing implementation Preview 01:10

The Marketing Operation Plan (part A) Preview 02:11

The Marketing Operation Plan (part B) Preview 05:06

The Marketing Operation Plan (part C) Preview 00:34

Understanding the customer's journey and touchpoints Preview 06:35

Case study on Customer's journey and touchpoints Preview 04:47

Control 2 lectures

Definition of KPIs and performance dashboards (office background) Preview 01:04

Marketing KPIs Preview 01:01

Useful links to key marketing KPIs

https://vtldesign.com/digital-marketing/16-marketing-kpis-to-measure/

https://blog.hubspot.com/marketing/marketing-key-performance-indicators

Intrafouce: Key Performance Indicators Listed by Sector