Marketing & Sales

Key Account Management Strategy

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How to Write an Effective Marketing Plan


Creating the marketing plan is one of the most daunting tasks a manager faces. RBNC designed this 1-day workshop providing you with a disciplined 10-steps approach for producing marketing plans that will help you and your firm compete more effectively in today's and tomorrow's environment.

How you will benefit

RBNC brings to participants the knowledge that will help them develop more disciplined, more effective marketing plans to guide their firm in a competitive business environment as well as advance their own careers.

Who should attend

Marketing Managers of medium to large firms as well as CEOs of smaller firms who carry the major marketing responsibility and who want to improve their marketing planning skills. Those involved with the marketing of consumer products and services and business to business products and services.

What you will cover

The 10-step Marketing Planning Process will include:

1. How to prepare a Business Review

  • Six suggestions for preparing the situation analysis
  • Conducting research
  • Indexing

2. Identifying Problems and Opportunities

  • Writing actionable problems and opportunities

3. Setting Meaningful Sales Objectives

  • Quantitative and qualitative factors

4. Defining Target Markets

  • Primary and Secondary Markets
  • Consumer and Business to Business Markets

5. Setting Marketing Objectives and Strategies

  • Developing specific and measurable objectives
  • Selecting the appropriate marketing strategy

6. Positioning Against Competition

  • Matching vs Mapping
  • Writing the positioning strategy

7. Marketing Mix Implementation Tools

  • Product, branding, and packaging
  • Pricing
  • Distribution
  • Personal selling and operations
  • Promotion
  • The advertising message and the media
  • Public Relations and publicity

8. Marketing Plan Budget

  • Payback analysis
  • The marketing calendar

9. Execution

  • Putting the plan to work

10. Evaluation

  • Comparative and sales trend method
  • Pre- and post research
  • Growth rate of improvement sales trending model
Study Time

This practical training program is designed with:

8 hours training - 1 day


New York City
1,800 $
19 Aug 2021

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