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Steps To Creating A Rock-Solid Marketing Strategy

Thu, 14 Nov, 2019
9:30 - 12:30
Core Learning, 16 Sir John Rogerson's Quay, Dublin 2
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295

Marketing strategy is the middle part between business objectives and communication tactics, it’s where we play and how we win in the market, it’s what we will do and more importantly what we won’t do. Marketing strategy is commonly mistaken for communications planning and usually missing from businesses.

This course gives 4 steps to creating a rock-solid marketing strategy

  1. Diagnosing the problem
  2. Exploiting the opportunity
  3. Creating disproportionate advantage
  4. Reaching a long-term goal

Each step is underpinned by latest thinking and empirical evidence that has disrupted and debunked many longstanding marketing strategy truths and practices.

Who should attend the course?

Marketing Managers and Directors

After the course you will be able to

  • Confidently build your marketing strategy
  • Translate your organisation’s business strategy into a marketing strategy
  • Utilise latest evidence and thinking on marketing to build your marketing strategy
  • Critically assess your current marketing strategy

Course Content

The theory and thinking

  • Different types of strategy – business vs. marketing vs. communications strategy
  • What is a marketing strategy exactly?
  • Why marketing strategy fails?
  • New evidence and latest thinking around marketing strategy
  • Good strategy/ bad strategy case studies and breakout sessions

The tools and techniques

  • How to undertake the 4 steps of creating a successful marketing strategy –
    • Diagnosing the problem
    • Exploiting the opportunity
    • Creating disproportionate advantage
    • Reaching a long-term goal

Level

This is an intermediate course, best suited to those who have recently or are on track to move into senior marketing positions in the near future.

Why Core Learning

All our tutors are practicing what they teach every day. The Core Strategy team who have developed this course have collectively over 40 years’ experience, working with leading International and Irish brands to develop their marketing and communications strategies.

Do you recommend any interesting websites/books prior to the course?

  • How Brands Grow Part 1 & Part 2, Byron Sharp
  • The Long and Short of It, Balancing Short and Long-Term Marketing Strategies, Les Binet and Peter Field, IPA
  • Media in Focus, Marketing Effectiveness in the Digital Era

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