Training Course on Marketing Strategies and Planning

Program Brief

This training course is designed to provide participants with in-depth knowledge and practical skills for developing effective marketing strategies and comprehensive marketing plans. It covers the core elements of strategic marketing, market analysis, customer segmentation, positioning, and the use of digital marketing tools. The course will empower participants to create data-driven marketing plans that align with business objectives and drive long-term growth.

Course Objectives

By the end of this training, participants will be able to:

• Understand the key components of marketing strategy and planning.
• Conduct a thorough market analysis and identify market opportunities.
• Develop customer segmentation and positioning strategies.
• Create a comprehensive marketing plan that includes the marketing mix (4Ps).
• Apply digital marketing tools and techniques to enhance market reach.
• Measure and evaluate the effectiveness of marketing strategies.
• Adapt marketing strategies to evolving market conditions and consumer behavior.

Recommended For:

• Marketing managers and executives
• Business owners and entrepreneurs
• Brand managers and product development professionals
• Marketing consultants and strategists
• Sales managers and business development professionals
• Digital marketing professionals
• Students and researchers in marketing and business management

Duration

5 Days

Course Outline

Module 1: Fundamentals of Marketing Strategy

• Introduction to marketing strategy and its importance
• The role of marketing in business growth
• Understanding the marketing environment (PESTLE analysis)
• Market segmentation, targeting, and positioning (STP) framework
• Competitive analysis and industry trends
• Practical session: Developing a market positioning map

Module 2: Market Research and Consumer Insights

• Importance of market research in strategy development
• Qualitative and quantitative research methods
• Gathering and analyzing consumer data
• Identifying customer needs and market gaps
• Tools for gathering insights: Surveys, focus groups, customer feedback
• Case study analysis: Successful market research-driven strategies

Module 3: Marketing Planning and the Marketing Mix (4Ps)

• Overview of the marketing planning process
• Developing a product strategy: Product lifecycle and innovation
• Pricing strategies: Cost-based, value-based, and competitive pricing
• Distribution strategies: Channels, logistics, and location analysis
• Promotion strategies: Advertising, sales promotion, and public relations
• Practical exercise: Creating a marketing mix for a product or service

Module 4: Digital Marketing Strategy and Tools

• Overview of digital marketing and its role in modern strategies
• Key digital marketing channels: Social media, SEO, PPC, email marketing
• Content marketing and storytelling in digital spaces
• Influencer marketing and customer engagement strategies
• Measuring digital marketing effectiveness (KPIs, analytics)
• Practical session: Developing a digital marketing strategy for a campaign

Module 5: Measuring and Evaluating Marketing Performance

• Setting measurable marketing objectives
• Key performance indicators (KPIs) for marketing success
• Tools for tracking and measuring campaign effectiveness (Google Analytics, CRM tools)
• Adapting strategies based on data-driven insights
• Real-world case studies: Measuring and adjusting marketing strategies
• Group project: Presenting a marketing strategy and evaluation plan for a business

General remarks

• Customizable courses are available to address the specific needs of your organization.
• The participant must be conversant in English
• Participants who successfully complete this course will receive a certificate of completion from Lenol Development Center.
• The course fee for onsite training includes facilitation training materials, tea break and lunch.
• Accommodation and airport pick up are made upon request
• For any inquiries reach us through info@lenoldevelopmentcenter.com or +254 710 314 746
• Payment should be made to our bank account before the start of training