Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 4,500
Overview
Strategic Marketing Planning will help you answer the challenges facing your business which have resulted from financial turmoil, climate change, globalization of markets, scarcity of natural resources, and rapid technological developments. It provides a powerful, formalized, market-led Ten Step Planning Methodology to guide you and give you the confidence to meet the changes. The practical and graphical methodology is an effective medium to analyze, determine your short and medium-term strategies, and then communicate them internally to your management and peers.
Learning Objectives
Understand which vital elements comprise an effective and powerful market-led business strategy and its consequent plans
Employ the most suitable market-led business planning tools for your business and products
Outperform your competition – directly and indirectly –by creating and implementing dynamic, professional, true market-led business strategies
Become an effective market leader by enhancing the image of your products and/or services and boosting your market recognition
Develop your market-led thinking to become more analytical, innovative, and strategic
Implement practical action plans to improve your profits and potentially dominate your markets
Use powerful analysis tools to better understand your customers’ perceptions, needs, and desires, and how they rate your and your competitors
Understand and effectively use customers’ buying needs and define differential value propositions
Understand the many different pricing strategies and how to choose the most appropriate and profitable ones for your organization
Who Should Attend
This course is designed for managers who have either direct or indirect responsibility to determine or contribute to their organization’s marketing strategies and plans, and their implementation and execution. This masterclass will benefit:
The country, sector, product, and brand managers
Marketing directors and managers
Business planning managers
Experienced sales managers
The country, sector, product, and brand managers
Marketing directors and managers
Business planning managers
Experienced sales managers
Course Outline
Day 1 — Introduction
Course introduction and aims
The Ten Steps research & Planning Methodology
Strategy and what it means
Pareto’s Law
Day 2 — A Powerful and Simple Revenues/Resources Matrix
Defining this largely operational planning tool and explanation of the process
Introducing the four major categories and their generic
strategies
How the “R” Matrix can help provide an initial focus, and lessons learnt from the status quotations
Day 3 — The Attractiveness/Strengths Matrix
A simple yet powerful analytical tool to analyse and then priorities your markets segments, your products and services, your geographies, your major accounts and your channels
Choosing the weighted criteria to define your own definitions of attractiveness and strengths
What to do with the matrix when it is completed
What do your major customers and prospects expect from you and your top competitors, and how do they rate you and your competitors against these expectations?
Day 4 — Building Effective Value Propositions and Brands
A discussion of ‘perception’ and the value of brands in business today
How to build a good value proposition using the Customer Perception Model
Choosing and justifying your differential message using a simple ‘Why You?’ form and the Perception Mountain to define your brand(s)
The six major factors influencing your pricing decisions
Day 5 — Guerrilla Marketing and the Ten Step Methodology
Introduction to Guerrilla Marketing
How Guerrilla Marketing and the Tens Steps Methodology fit together
Guerrilla Marketing strategies and actions
Guerrilla Marketing strategies and the Internet
Accreditation
Al-Khobraa certified. On completion delegates receive an Al-Khobraa certificate of achievement.
What do Al-Khobraa sales and marketing courses cover?
The portfolio covers digital marketing, search engine optimisation (SEO) and social media, brand and product management, marketing strategy and research, B2B and key account selling, sales management, and commercial negotiation — with practical exercises on delegates’ own markets.
Who should attend a sales and marketing course?
These courses suit sales representatives and account managers, sales and commercial managers, marketing officers and brand managers, digital and social media specialists, business development staff, and technical professionals moving into customer-facing roles.
How long are sales and marketing courses, and where are they held?
Most Al-Khobraa sales and marketing courses run over 5 days. The exact duration, dates and city for this course are listed in the dates section on this page. Public sessions run across Saudi Arabia — Riyadh, Jeddah, Al-Khobar, Jubail and Yanbu — as well as regional and international venues, with live virtual classrooms available on request.
What certificate will I receive?
Delegates who complete the course receive an Al-Khobraa certificate of completion, issued by a Saudi-registered training provider. Al-Khobraa also delivers internationally accredited programmes; where a course carries an external awarding body such as PMI, CIPS, ILM or IOSH, that body is named on the course's own page.
Can sales and marketing training be delivered in-house for our team?
Yes. Any Al-Khobraa sales and marketing course can be delivered in-house at your own premises anywhere in Saudi Arabia or the GCC, with the content, dates and language of delivery tailored to your team. Al-Khobraa is an approved HRDF (Hadaf) provider, so eligible Saudi employers can seek training support. Contact us for a quotation.