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2021-02-28 08:02:54
30-Day Money-Back Guarantee
Business Business Strategy Marketing Plan

Creating Strategic and Operational Marketing Plans

Creating Strategic and Operational Marketing Plans
Rating: 4.5 out of 54.5 (26 ratings)
6,915 students
Created by Usama Adnan Ali Al Lawati
Last updated 12/2020
English
English [Auto], Arabic
30-Day Money-Back Guarantee

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 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 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

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.

Course content

9 sections • 61 lectures • 2h 47m total length

  • Preview00:23

  • Preview05:02
  • Preview05:00
  • Important notes
    01:39

  • Introduction to the different business Orientations
    00:36
  • The Production Orientations
    04:00
  • The Product Orientations
    01:40
  • The Selling Orientations
    02:37
  • The Marketing Orientations
    01:13
  • Session 2 Summary
    02:04

  • Preview03:26
  • The scope of Marketing, part A
    04:03
  • The scope of Marketing part B
    02:40
  • The importance of Marketing
    03:46
  • Marketing and Ethics
    02:50
  • The marketing planning process, the APIC framework
    00:30

  • Introduction to The Marketing Audit
    01:21
  • Macro Audit using PESTEL
    05:56
  • Micro Audit using the 5 Forces
    03:58
  • Internal Audit using the 7S (Part 1)
    00:56
  • Internal Audit using the 7S (Part 2)
    00:47
  • Internal Audit using the 7S (Part 3)
    01:32
  • Assessment using SWOT Part 1 (office background)
    01:58
  • Assessment using SWOT Part 2
    01:27
  • Final remarks on the market audit stage
    00:55
  • Nike case study workshop (part 1): considerations before conducting the worhshop
    03:36
  • Nike case study workshop (part 2A): Macro Audit with PESTEL
    05:47
  • Nike case study workshop (part 2B): Macro Audit using PESTEL
    02:56
  • Nike case study workshop (part 3):Micro Environment Audit, Porter 5 Forces Model
    04:16
  • Nike case study workshop (part 4): Task Environment Audit, 7 S’ Framework
    05:25
  • Nike case study workshop (part 5): SWOT analysis
    04:27

  • Setting strategic marketing goals using the TOWS tool
    05:04
  • Assessing Strategic options using SAF
    06:47
  • Using The Ansoff Matrix to Develop Marketing Strategy
    04:19
  • Preview00:34
  • Creating value for targeted customers (part B)
    02:36
  • Creating value for targeted customers (part C)
    01:20
  • The marketing mix (empty room)
    00:35
  • The marketing mix, Product (part A)
    02:34
  • The marketing mix, Product (part B)
    04:16
  • The marketing mix, Place (part A)
    02:34
  • The marketing mix, Place (part B)
    01:24
  • The marketing mix, Promotion (part A)
    03:12
  • 44.The marketing mix, Price (part A)
    02:44
  • The marketing mix, Price (part B)
    02:10
  • The marketing mix, Process
    01:19
  • The marketing mix, People
    01:32
  • The marketing mix, Physical Evidence
    01:04
  • Final remarks on the 7Ps of the Market
    02:23
  • 7Ps in action Restaurants
    05:27
  • The fundamentals of building a corporate identity
    04:45
  • Last comments on about the planning st
    00:41

  • Marketing implementation
    01:10
  • The Marketing Operation Plan (part A)
    02:11
  • The Marketing Operation Plan (part B)
    05:06
  • The Marketing Operation Plan (part C)
    00:34
  • Understanding the customer's journey and touchpoints
    06:35
  • Case study on Customer's journey and touchpoints
    04:47

  • Definition of KPIs and performance dashboards (office background)
    01:04
  • Marketing KPIs
    01:01

  • Thank You!
    00:28

Instructor

Usama Adnan Ali Al Lawati
Marketing professional with strategic management experience
Usama Adnan Ali Al Lawati
  • 4.5 Instructor Rating
  • 26 Reviews
  • 6,915 Students
  • 1 Course

I am a dynamic seasoned marketing professional with 10 years of experience in strategic management and business development. I have worked in the private, public and academic sectors and gained a depth understanding of a wide range of industries like retailing, knowledge based economy and higher education. Success was my partner in articulating business strategies and achieving targets during my affiliation with influential organizations.


Sold products and services with a value of over USD 8 millions.

Created an advanced institutional performance management system with over 50 indicators.

Managed more than 50 suppliers and contractors.

Pitched around 40 presentations in local and international events with audiences over 200 people.

Manged a profile of more than 1,000 items across Oman with full involvement in cost negotiation, pricing, logistics and supply chain, inventory control, merchandising and sales.

Established business strategies for 4 departments in different organizations





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