Participants will develop the following competencies

• Understand how to perform a marketing audit
• How to perform practical market research
• Able to apply a number of models and techniques to analyze data uncovered through audit and research
• How to set SPORT objectives
• How to develop a proposition around the marketing mix
• How to use implementation tactics to deliver the plan effectively & What to monitor and how to evaluate

The Marketing audit and marketing research

• The current marketing mix
• Customer behavior
• Market segmentation & Targeting
• Competitive analysis & STEP Analysis

Analysis of Data

• Product identification
• Life-cycle and portfolio analysis
• BCG matrix SWOT & Forecasting

Setting marketing objectives that are SPORT

• Subjective
• Practice & Output
• Rules & Team

Developing Plans

• Marketing mix
• Cost leadership
• Differentiation & Product Development
• Market Development

Implementation

• Tactics within the marketing mix framework

Monitoring and Evaluation

• Developing a system that measurers the right things