Participants work through a structured marketing plan framework, applying each step to their own product or service. Self-paced material covers the concepts; live sessions are used to review and discuss the participants’ own work.
By the end of the programme each participant or team has a written marketing plan. The programme can also be run as a two-day course for a single team.
Course outline
- Kit: the nine-step plan and the questions it answers
- Live 1: industry structure and where the margin sits
- Kit: customer research you can do in a week
- Live 2: segmentation and the one customer you are choosing
- Kit: positioning, pricing architecture and channel choice
- Live 3: objectives, budget and the plan on one page
- Live 4: each team presents its plan to the others