What you'll learn?
>How to develop a quantitative overview of your sales and profits growth over the next few years
>How to prepare a winning strategic marketing plan to grow your sales and profits
>How your strategic plan will create shareholder value and impress all stakeholders
>How to measure the effectiveness of your plan
DESCRIPTION
In order to write a proper strategic marketing plan, you first need to have a good market strategy to be captured in the plan.
Prepared and presented by Professor Malcolm McDonald, author of over 50 books including the best seller Marketing Plans: How to Prepare Them, How to Profit From Them, this course covers the key points of how to develop a great strategy and link it to a great strategic marketing plan.
It contains 10 modules which break down the work into manageable pieces and which will give you a full understanding of how to do it and profit from it. Each module contains essential principles, tools, templates and actions that will help you apply the ideas and achieve your goals.
Professor Malcolm McDonald MA (Oxon) MSc PhD D.Litt FCIM FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at Oxford College of Marketing. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller 'Marketing Plans: How to prepare them, how to use them' which has sold more than half a million copies, and more than one hundred articles and papers
Commercial credentials
Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is currently chairman of six companies and works with the operating boards of a number of the world's leading multi-nationals on all continents.