17-18 May 2010     /     16-17 August 2010

Strategic Marketing Planning - is the pursuit of competitive advantage through an integrated approach to sales and marketing activity.

This advanced workshop is suitable for managers with marketing degrees (or similar) and relevant work experience in a marketing role.  In addition, marketing/product managers who have attended our Marketing in the Healthcare Industry workshop will also gain from this if they want to take their skills to the next level.

WORKSHOP CONTENT:

Overview -  Strategic Marketing Planning	-    What is strategic Marketing Planning  -    The role of face-to-face sales people in marketing planning and promotion
Top-line Anatomy of the Strategic Marketing and Communications Plan	-    Strategic Review  -    Marketing Plan  -    Communications Plan
Devising the Winning Marketing Strategy	Competitive advantage through “thinking beyond the obvious” in:  -    Segmentation  -    Positioning  -    Targeting  -    Decision making units (DMU)  -    Buying criteria and motives  -    The buying cycle  -    Translating strategy into tactics through the marketing mix
The Promotional/ Communications Plan	Objectives:  -    Differentiate, remind, inform, persuade Strategy:  -    Push, pull, profile Tactics:  -    Best use and integration of the elements of the promotional mix to achieve objectives  -    The role of sales relative to other promotional activity  -    Designing an integrated promotional campaign to support the sales teams  -    The role of external creative agencies  -    Maximising and monitoring effectiveness of your promotional spend
Sales Strategy	-    Setting sales strategies  -    Communicating the sales strategy within the context of overall marketing plan  -    Motivating and coaching the sales team  -    Evaluation and control
Keeping Ahead of the Competition	-    The benefits of close working relationships between sales and marketing  -    Process, systems and discipline to anticipate, sense and respond to changes in your market place  -    Systems to ensure feedback and continuous review of the external environment, market, competition and customers.

Follow-Up is proven to be a critical success factor of initial workshop investment. We will follow-up with each individual at a “Fitness Check”. This personalised 1on1 training session will be four weeks post-workshop and ensure the skills learned are being demonstrated in the workplace.

Workshop and Fitness Check:   $2,100.00+GST per person

Workshop Only:   $1,800.00+GST per person

Pro-Formance Driven Workshops:  Pro-Formance Driven workshops are limited to a maximum of eight attendees so participants receive one-on-one coaching and active involvement in an optimal learning environment with colleagues from similar industry backgrounds.

Targeted to Healthcare Market:  The workshop is designed to target the key issues in the health environment.  The training is practical, using real life examples that result in a change in behaviour back in the work place.

Central Location:  The workshops will be held in a central Auckland location and includes all materials and refreshments.