Marketing Planning September 2018* Sheraton Hotel, Mall of the Emirates, Dubai, UAE. OFFER

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1 Case Studies, Q&A Sessions And Interactive Exercises A Comprehensive And Inspiring Course Covering The Complete Marketing Planning Process To Build Successful Plans And Grow Market Share Led by Graham Hollins 1. Challenge your current thinking and approach to Planning on the whole business your range of planning tools and techniques, and come away with ideas that will help achieve your corporate performance goals disciplined solutions to key marketing challenges and identify opportunities fully evaluated marketing strategy proposals that are supported with a clear investment appraisal/ business case 6. Grow your business by reacting to market changes, threats and opportunities September 2018* Sheraton Hotel, Mall of the Emirates, Dubai, UAE OFFER 32 FOR Save up to $1000 by booking early!

2 Your Expert Course Director Meet Your Expert Course Director Informa s training programmes and solutions are delivered by renowned industry experts and thought leaders with extensive practical experience. Our courses are stimulating, comprehensive and well structured, allowing delegates to enhance their professional development and capability. We are a leading training provider in the Middle East, with a portfolio of subject matter across the following sectors: Audit, Risk & Governance Business Operations Engineering, Operations & Maintenance Finance Healthcare Human Resources IT Leadership & Management Marketing, Sales & Communications Oil & Gas Procurement & Supply Professional Development Project Management Real Estate Strategy Management Telecoms Delegates must meet two criteria to be eligible for an Informa Certificate of Completion: 1. Satisfactory attendance delegates must attend all sessions of the course. Delegates who miss more than 2 hours of the course sessions will not be eligible to sit the course assessment. 2. Successful completion of the course assessment. Delegates who do not meet these criteria will receive an Informa Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended. Who Should Attend As is central to the business planning process this course is suitable for all senior management, not just those involved in marketing and sales. Graham Hollins runs his own training consultancy. He has gained over 20 years of commercial experience, developed within several blue chip companies, including Unilever, L Oreal, Reckitt and GlaxoSmithKline. He has also worked for an agency in marketing communications. Graham has further built his skills as a consultant working for a range of clients. Having worked extensively in the UK and Australia, Graham has also worked in France, Italy and SE Asia. In addition, Graham has been working full-time in training and facilitation for over 10 years. He has experience of delivering learning programmes in over 50 countries on every continent across the world, including and extensively in the Middle East. Graham s training style is a mix of traditional and live-action learning workshops and virtual learning, covering a wide range of Marketing and Management skills and competencies. Graham s broad experience has been put to good use with a range of clients in both the development and delivery of a variety of programmes for groups from four to 140 delegates, covering B2B and B2C. He has a depth of management expertise from his employment and in his training career has worked across most major sectors, notably: FMCG, Pharmaceuticals, Telecommunications, IT, Electronics, Oil & Gas, hotels and leisure, sport and Agencies. An energetic and enthusiastic trainer with a real passion for learning, Graham s upbeat positivity never fails to encourage participation. Graham has also run workshops and lectures for the UK Chartered Institute of Marketing and Deakin University (Melbourne). He has a Master s degree from Oxford University and also speaks business French. In fact, is too important to be left to the marketing department, and the strategic planning, product development, finance, sales and manufacturing/operations management should be involved. This course is also aimed at anyone responsible for managing with their teams. Eg: Finance Directors, Operations Directors, who need an insight into linking marketing strategies to financials.

3 Registration will be at 0 : 0 on Day One. Course sessions will start promptly at 08: 0 and end at 14:30. There will be two short breaks for refreshments and lunch will be served at the end of each day s session. Course Overview Annual is central to the business planning process and thus is crucially important to all senior management. All organisations need to examine their markets more intensively and understand their customers and the competition. They need to be able to discern what are the major challenges they face and to have a clear plan of what is the best strategy required to meet those challenges. They need to set and measure the correct goals to achieve the best business results. They need to know how to use their brands available channels. This course provides the tools and techniques and a chance to practice your and the decisions you make more powerful. You will realise the importance of marketing in getting the organisation to understand and recognise the marketing strategy while implementing the resulting plans. Understand best practice Strategic Understand the link between Strategic and Activity Planning Understand best practice and its contribution to the business planning process with relevance to your business Set challenging yet achievable objectives Develop activities that deliver against marketing objectives and strategies Use idea generation techniques within the context of Activity Planning Prioritise activities in order to focus resource in the right areas, based on a better understanding of how to evaluate activities This course is relevant and applicable to a varied range of industries such as: Aircraft and Aerospace Food Engineering Medical and Healthcare Oil and Gas Pharmaceuticals Telecoms Banking and Finance FMCG Electronics Industrial Consumables Petro-Chemical Retail Course Outline Day One Introduction and objectives The impact of the changing environment on organisations and customers Planning cycles, strategic challenges, commercial Case Study Exercise: Good versus bad planning (2 cases) outcomes and learnings: what makes great planning? Contribution of marketing to business planning Group Discussion: o Personal experiences o Emerging Middle East Marketing Trends Long term objectives and strategies as starting points for planning Principles of designing an Integrated Strategic Plan: Where to play, how to win, what to do Developing a business ambition to focus on the marketing strategy help shape the performance of a business Group Discussion: Mission and Vision examples Advanced and creative customer/market segmentation Growth drivers: types and methods of development Day Two Principles of great planning review organisation PESTLE (STEEPLE) the organisation Data gathering: 6Cs, Porter s 5 Forces Information sources: Clusters and themes How to derive prioritised key business challenges from a meaningful SWOT analysis Exercise: Work on a Case Study to develop issues from analysis Must win battles

4 Competitive value analysis How do your customers rate your competition? Competitive edge model Updating the Product Life Cycle (PLC) important Research techniques: How to assess and implement the best option The role and value of customer insight as a competitive tool Exercise: Developing insights from raw data provided Day Three Portfolio analysis: Growth-share (BCG) and Directional Product Matrix (DPM). Brand portfolio and product architecture models Group Discussion: Value of product ranges Generating SMART objectives Principles and methods of aligned objective setting Aligned business, marketing and brand (equity/ communications) objectives Day Four Activities from strategies: developing strong tactics SHARP methodology Building activation plans: Tasks and Moments of Receptivity Idea generation Methods and principles Exercise: Activity idea generation; practice Iterative plans Activities and strategies Activity scheduling and management: RACI, SCQuARe, scope, timing Consideration of Route to Market and pricing strategies Exercise: Stakeholder management chart Marketing communications Overview and principles Communicating messages to support the strategy Estimating appropriate spend levels Digital and social media strategy Digital marketing model Exercise: Review briefs and align to objectives Measurement and evaluation overview Launch tracking Using metrics to monitor underlying performance and trends KPIs (cascade) Risk analysis Developing business cases Accurate forecasting for future performance Customer focused forecasts Validating forecasts Exercise: Measurement criteria and application The plan on a page; its purpose and how to complete it The value of the Marketing Mix to drive growth Link to long-term strategies Marketing Mix strategy: Latest thinking and principles (4Ps, SIVA) Best practice Examples of good Mix planning Developing the optimal Mix o Positioning and situation analysis as sources for Mix decisions Activity: Use an example to develop and align objectives, strategies and tactics Our in-house training division Tel: , cts@informa.com

5 FIVE WAYS TO REGISTER register-mea@informa.com Informa Middle East Ltd. PO Box 9428, Dubai, UAE The in-house training division of Informa Middle East SAVE UP TO 40% If you have 6 or more people interested in attending, and would like to customise this training course to suit your team and business, contact our Training Consultants on or cts@informa.com. Course Certificate in September 2018* Course Fee Before 16 July 2018 Course Fee Before 20 August 2018 Final Fee US$ 3,995 US$ 4,495 US$ 4,995 DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL: a.watts@informa.com Pricing excludes 5% VAT, which will be charged where applicable *Book and pay full fee for two colleagues and the third attends for FREE. Not applicable in conjunction with corporate discounts. Payment to be settled before start of the course to avail the offer. The 3 for 2 offer is valid on full price final fee registration only. Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and pass the course examination will receive an Informa Certificate of Completion. All registrations are subject to our terms and conditions which are available at Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full. DELEGATE DETAILS First Name: Surname: Job Title: Company: Address: Postal Code: Country: City: Tel: Mobile: Fax: PAYMENTS A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. AVOID VISA DELAYS BOOK NOW Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-gcc nationals may take several weeks to process. CANCELLATION - If you are unable to attend, a replacement delegate will be welcomed in your place. If you cancel your registration 57 days or more before the event, you will receive a refund minus a 10% cancellation fee (plus VAT where applicable). Cancellation after 56 days before the event or if you fail to attend the event will be 100% payable. All cancellations must be sent by to register-mea@informa.com marked for the attention of Customer Services Cancellation. - All registrations are subject to acceptance by Informa Middle East which will be confirmed to you in writing - Due to unforeseen circumstances, Informa reserves the right to cancel the course, change the programme, alter the venue, speaker or topics - For full details, please visit EVENT VENUE Sheraton Hotel, Mall of the Emirates, Dubai, UAE Tel: ACCOMMODATION DETAILS We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for assistance on: Tel: Fax: hospitality@informa.com HK/DC MARKETING BC7169 Copyright Informa Middle East Ltd