Econsultancy’s Strategic Marketing Planning (SG)

Overview

There are many reasons why businesses review and change their marketing strategies. They may be reviewing the marketing budget, planning to enter a new market, or even launching a new product.

Regardless, a new marketing strategy requires a new marketing plan to ensure everyone is working toward the new business goal.

Yet when business owners and senior marketers are drafting a marketing plan, they may struggle with getting started, knowing what to include, and understanding when the marketing plan is complete.

This course, Strategic Marketing Planning, will help attendees overcome the obstacles they face during the planning process. Participants will learn about the whole marketing planning process, complete exercises which cover marketing objectives, strategies and tactics, and produce a comprehensive strategic marketing plan.

Additionally, attendees will be provided with a marketing plan template, a checklist of what to include in the marketing plan, and a set of questions to ask themselves to ensure that the new plan covers everything needed by the marketing team.

Who should attend?

This course is for business leaders and marketers who are

  • Planning for an annual marketing strategy meeting
  • Drafting annual or quarterly marketing budgets
  • Entering a new market
  • Launching or relaunching a product

No specific background is required as attendees will write a marketing plan from the ground up with guidance on devising a strategy, setting objectives, and choosing the best marketing tactics for achieving their business goals.

Course contents

The reason for strategic marketing planning

  • Why businesses change marketing strategies
  • How marketing helps businesses achieve goals
  • The elements of a marketing plan

Getting started with a new marketing plan

  • Communicating business goals in the marketing plan
  • Aligning marketing objectives to business goals
  • Including goals and objectives in the marketing plan

Devising a marketing strategy

  • Strategic marketing overview: 4Ps, BCG matrix, Ansoff’s Matrix
  • Segmentation, targeting and positioning (STP) in-depth
  • Choosing the right strategy for your business
  • Communicating the marketing strategy

Tactical marketing

  • Evaluating the marketing mix
  • Using owned, paid and earned media for achieving marketing objectives
  • Setting targets for the appropriate channels
  • Producing a measurement framework for the marketing plan

Completing the marketing plan

  • Allocating marketing budgets
  • Determining an implementation schedule
  • Reviewing the checklist to finalize the marketing plan

COURSE FEE

  • Course fee is S$695 per pax
  • Register for 3 or more participants to enjoy 5% Group Discount
  • Register 30 days before course start date to enjoy 10% Early Bird Discount

About The Instructor

Jeff Rajeck
Senior Trainer

Jeff Rajeck is currently a researcher, trainer, and consultant for Econsultancy in Asia-Pacific and posts frequently on the Econsultancy blog about digital marketing with a focus on analytics.

For the last 5 years, Jeff has been providing marketing training and consulting in the APAC region. He encourages his clients to take a critical look at their marketing tactics to ensure they support business goals and objectives. Additionally, he believes that marketers should form hypotheses, run experiments and use analytics to support their decisions.

Recent customers have included global firms such as Adidas, Cathay Pacific and Remy Cointreau as well as Asian companies including JetPrivilege, Great Eastern, and Singtel.

Before working in digital media, Jeff ran a team of system analysts at Thomson Reuters in London, New York and, most recently, in Singapore.

Jeff holds a BA in English from University Of Illinois (Urbana-Champaign), a PgD in Computing from Manchester Metropolitan University (UK), and a Master’s in Financial Engineering from Nanyang Technological University (Singapore).

Jeff is a proud father of 3 and enjoys spending time with family – as well as rare moments of peace and quiet.

  • 26 Nov
    26 Nov
  • 26 Nov - 26 Nov

    Monday - Monday

    9am-5pm daily


SGD 695/pax (discounts available)

About The Instructor

Jeff Rajeck
Senior Trainer

Jeff Rajeck is currently a researcher, trainer, and consultant for Econsultancy in Asia-Pacific and posts frequently on the Econsultancy blog about digital marketing with a focus on analytics.

For the last 5 years, Jeff has been providing marketing training and consulting in the APAC region. He encourages his clients to take a critical look at their marketing tactics to ensure they support business goals and objectives. Additionally, he believes that marketers should form hypotheses, run experiments and use analytics to support their decisions.

Recent customers have included global firms such as Adidas, Cathay Pacific and Remy Cointreau as well as Asian companies including JetPrivilege, Great Eastern, and Singtel.

Before working in digital media, Jeff ran a team of system analysts at Thomson Reuters in London, New York and, most recently, in Singapore.

Jeff holds a BA in English from University Of Illinois (Urbana-Champaign), a PgD in Computing from Manchester Metropolitan University (UK), and a Master’s in Financial Engineering from Nanyang Technological University (Singapore).

Jeff is a proud father of 3 and enjoys spending time with family – as well as rare moments of peace and quiet.