20 - 24 Jan 2025
Kuala Lumpur (Malaysia)
Hotel : Royale Chulan Kuala Lumpur
Cost : 5250 € Euro
A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing and identifying target markets, and developing a strategic position for the company in order to implement the strategy. The course covers everything from the preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.
The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.
By the end of the course, participants will be able to:
Apply a logical step-by-step process to produce a sound marketing plan
Devise a marketing plan that builds on marketing audit findings
Use marketing audit findings to identify effective strategies and tactics
Develop the components of the strategic marketing plan
Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
General managers, marketing managers, product, and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.
Micro and macro analysis
Setting the marketing mix
Devising 'SMART' goals
Blue ocean strategies
Managing business portfolio
Producing a Boston Consulting Group matrix
Structuring a marketing plan
Day 1:
Digital marketing: overview and scope
Digital marketing versus traditional marketing
B2B and B2C most ideal platforms:
Business blogging
Auditing your website
The seven-step digital marketing plan
Organizing your digital marketing calendar
Day 2:
Search engine optimization
SEO-definition
21 SEO tips that digital marketers need to know
Google AdWords
Setting up Google AdWords campaigns content structuring
Finding and selecting the right keywords
Campaign setup procedure
Organizing Ad groups
Optimizing landing pages
Bid management
Analytics – measure and fine-tune
Day 3:
Google Analytics
Understanding dashboard – audience | advertising | traffic source | content | conversions
Taking decisions based on Analytics reporting
Defining business goals and objectives
Measuring tools and methods
Measuring your site’s ROI
Introduction to goal conversion – tracking the conversions
Tracking social media traffic – advanced segmentation
Tracking phone calls with Google Analytics
Integrating your Google AdWords campaigns into Google Analytics
Day 4& 5:
Social media marketing: full engagement campaigns
Overview and some brief statistics
Social media marketing strategy
Setting up social media goals
Be selective
Find out where your targeted people connect
Popular social media networks
Facebook graph search – SEO for Facebook
Knowing your audience
Setting up Facebook Ads for your targeted demographics and their interests
Setting up LinkedIn Ads for your targeted industry and prospects
Google Alerts – monitoring your brands, competitions, and industry trends
Hashtags – best practices and tools
Inbound Marketing – overview and methodology
Self-hosted blogging – tips and tools
Lead generation
Ideas for content marketing
Implementing social media - engaging your audience
Tips to write social media updates
Automating social media updates using Buffer
Creating and editing amazing photos for your social media update without knowing graphic designing/Photoshop
Scheduling your social media updates
Social media plugins to be incorporated with your website
Measuring success
Using Google Analytics to track performance
Bounce rate, time spent on site and conversions
Tracking offline conversions