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Creating Strategic and Operational Marketing Plans

Name: Creating Strategic and Operational Marketing Plans
Rating: 4.5 (145 reviews)

Created byUsama Adnan Ali Al Lawati

Last updated 1/2022

English

ArabicEnglish [Auto],

What you'll learn

1. Understand various business orientations and the emerging of the Marketing Orientation
2. Define key Marketing concepts from credible academic and professional references
3. Explain the Marketing scope and its importance for any organization
4. Outline vital Ethical considerations when practicing marketing
5. Explain the Marketing Planning Process based on the APIC framework
6. Conduct comprehensive Workshops to generate the Strategic and Operational Marketing Plans using the provided templates and the step-step guidelines
7. Analyze the market by a critical assessment of the Macro, Micro, and Task environments
8. Reflect on best international marketing practices throgh many cases studies at different sectors
9. Conduct Market Audit using analytical tools like PESTEL, 5 Forces, and Mickens’s 7Ss
10. Design and generate Strategic Marketing Goals by applying SWOT and TOWS tools
11. Recommending best Marketing Strategic Options through critical scoring assessment using the SAF tool
12. Use the Ansoff Matrix to identify the overall direction of the Marketing Strategy
13. Understand the concepts of Segmentation, Targeting, and Positions (STP)
14. Defining and managing the 7Ps of the Marketing Mix
15. Demonstrate the elements of the Corporate Identity Mix
16. Understand the Customer Journey while assessing various touchpoints
17. Developing Operational Marketing Plans based on SMART objectives

Course content

10 sections • 63 lectures • 2h 52m total length

Welcoming0:23

Introduction to the different business Orientations0:36
Explore how business orientations evolved from agriculture to the industrial revolution, tracing the emergence of production orientation alongside early marketing concepts in this introductory overview.
The Production Orientations4:00
The Product Orientations1:40
The Selling Orientations2:37
The Marketing Orientations1:13
Session 2 Summary2:04
Explore four orientations—product, production, sales, and marketing—and their assumptions. Identify that the best orientation depends on market status, with marketing orientation prioritizing customer needs and demand before creating products.

Introduction to Marketing3:26
Please click on the below link to view the top 100 none-profit organizations
https://topnonprofits.com/lists/best-nonprofits-on-the-web/

The below link will provide you with examples of companies that adopt the customer-centric approach
https://www.forbes.com/sites/blakemorgan/2019/06/30/100-of-the-most-customer-centric-companies/?sh=7e972e9e63c3
The scope of Marketing, part A4:03
Follow the provided link to have further about "the simply truly magical customer experience of Disneyland."
https://www.linkedin.com/pulse/simply-truly-magical-customer-experience-disneyland-judith-b%C3%BCchl/
The scope of Marketing part B2:40
The importance of Marketing3:46
Marketing drives sales and provides insights into market opportunities and threats. It guides strategic objectives across existing, new, and diversified markets and builds loyalty through a consistent customer journey.
Marketing and Ethics2:50
5 examples of companies that adopt ethical marketing
https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing
The marketing planning process, the APIC framework0:30

Introduction to The Marketing Audit1:21
Macro Audit using PESTEL5:56
Useful articles that apply PESTEL to different industries or companies
https://www.business-to-you.com/scanning-the-environment-pestel-analysis/
https://businessteacher.org/pestel/toyota2-pestel.php
https://www.business-to-you.com/scanning-the-environment-pestel-analysis
Micro Audit using the 5 Forces3:58
Internal Audit using the 7S (Part 1)0:56
Internal Audit using the 7S (Part 2)0:47
Explore the hard elements of the 7S framework—strategy, structure, and systems—and show how management shapes them for competitive advantage; soft elements linked to culture will be covered in next lecture.
Internal Audit using the 7S (Part 3)1:32
Assessment using SWOT Part 1 (office background)1:58
Assessment using SWOT Part 21:27
Final remarks on the market audit stage0:55
Nike case study workshop (part 1): considerations before conducting the worhshop3:36
Nike case study workshop (part 2A): Macro Audit with PESTEL5:47
Nike case study workshop (part 2B): Macro Audit using PESTEL2:56
Explore Nike through a macro audit using the PESTEL framework, highlighting technology trends like VR product testing, online shopping, wearables, social media promotion, environmental factors, and IP and regulatory challenges.
Nike case study workshop (part 3):Micro Environment Audit, Porter 5 Forces Model4:16
Apply the Porter's five forces to Nike, assessing threats of entrants, suppliers, buyers, and substitutes, and conclude Nike's high brand loyalty and strong competitive position in the global market.
Nike case study workshop (part 4): Task Environment Audit, 7 S’ Framework5:25
Nike case study workshop (part 5): SWOT analysis4:27

Setting strategic marketing goals using the TOWS tool5:04
Assessing Strategic options using SAF6:47
Using The Ansoff Matrix to Develop Marketing Strategy4:19
Creating value for targeted customers (part A)0:34
Explore how the planning stage transitions from strategic to operational marketing, and analyze segmentation, targeting, differentiation, and positioning with examples from the principles of marketing.
Creating value for targeted customers (part B)2:36
Examples of how companies used the geographic segmentation variable in their advertisements
https://www.yieldify.com/blog/geographic-segmentation-real-world-examples/
Creating value for targeted customers (part C)1:20
The marketing mix (empty room)0:35
Explore the marketing mix as the set of controllable tactical tools firms blend to respond to their target market, known as the seven pieces of marketing.
The marketing mix, Product (part A)2:34
Identify the five key product elements—product idea, branding, packaging, warranty, and product classes—and explore how branding and quality levels deliver customer satisfaction.
The marketing mix, Product (part B)4:16
The marketing mix, Place (part A)2:34
Explore how the marketing mix places products where target customers can be exposed effectively, using intensive, selective, or exclusive exposure and choosing direct or indirect channels to protect brand image.
The marketing mix, Place (part B)1:24
The marketing mix, Promotion (part A)3:12
44.The marketing mix, Price (part A)2:44
The marketing mix, Price (part B)2:10
The marketing mix, Process1:19
The marketing mix, People1:32
The marketing mix, Physical Evidence1:04
Final remarks on the 7Ps of the Market2:23
7Ps in action Restaurants5:27
The fundamentals of building a corporate identity4:45
Last comments on about the planning st0:41
Complete the planning stage by drafting a marketing strategic plan, share your work for feedback, view others' plans, and prepare to implement the marketing strategies in practice.

Marketing implementation1:10
The Marketing Operation Plan (part A)2:11
Link the operation plan to the strategic plan by outlining one-year initiatives for each goal. Define smart kpis to measure achievement over a five-year strategic horizon.
The Marketing Operation Plan (part B)5:06
The Marketing Operation Plan (part C)0:34
Understanding the customer's journey and touchpoints6:35
Case study on Customer's journey and touchpoints4:47

Requirements

There are no specific requirements for this course. All that it needs is your open mind and creativity
Like Swimming, Marketing is only learned by practice. So try to apply the course content at your organization
I would say that the content is intensive. I have extracted and summarised data from more than ten marketing books, 20 case studies, and many examples from my experience in the private, public, and academic sectors

Description

At the end of this course, you will be able to:

1. Understand various business orientations and the emerging of the Marketing Orientation

2. Define key Marketing concepts from credible academic and professional references

3. Explain the Marketing scope and its importance for any organization

4. Outline vital Ethical considerations when practicing marketing

5. Explain the Marketing Planning Process based on the APIC framework

6. Conduct comprehensive Workshops to generate the Strategic and Operational Marketing Plans for your company using the provided templates and the step-step guidelines

7. Analyze the market by a critical assessment of the Macro, Micro, and Task environments

8. Reflect on best international marketing practices through many cases studies at different sectors

9. Conduct Market Audit using analytical tools like PESTEL, 5 Forces, and Mickens's 7Ss

10. Design and generate Strategic Marketing Goals by applying SOWT and TOWS tools

11. Recommending best Marketing Strategic Options through critical scoring assessment using the SAF tool

12. Use the Ansoff Matrix to identify the overall direction of the Marketing Strategy

13. Understand the concepts of Segmentation, Targeting, and Positions (STP)

14. Defining and managing the 7Ps of the Marketing Mix

15. Demonstrate the elements of the Corporate Identity Mix

16. Understand the Customer Journey while assessing various touchpoints

17. Developing Operational Marketing Plans based on SMART objectives

Who this course is for:

Marketing Managers and Directors who want to create strategic and operational marketing plans.
People who are aiming to create a solid marketing foundation.
Anyone who aims to create a solid marketing foundation or improve his/her carer path in marketing.

Creating Strategic and Operational Marketing Plans

What you'll learn

Explore related topics

Course content

Welcoming1 lecture • 1min

Introduction3 lectures • 12min

Business orientations6 lectures • 12min

Introduction to marketing and marketing planning6 lectures • 17min

Audit & Analysis, stage one in the marketing planning process15 lectures • 45min

Session 5: Planning, stage two in the marketing planning process21 lectures • 57min

Implementation, stage three in the marketing planning process6 lectures • 20min

Control2 lectures • 2min

New bonus lectures!2 lectures • 5min

Conclusion1 lecture • 1min

Requirements

Description

Who this course is for: