Tools and Techniques for Marketing Planning (Penang)

Course Introduction

The fast paced business environment requires marketing activities that are better planned and controlled to pre-empt environmental and competitive threats with due consideration given to the company’s marketing assets and brand position. This programme is designed to enhance, provoke and stimulate participants’ knowledge and skills that can contribute towards more effective strategic marketing process.

  • Marketing Managers, Product Managers, Brand Managers, Marketing Communication  Managers, Customer Service Managers, Sales & Marketing Executives, and Business Professionals
  • Understand and apply 21st century marketing practices and the arising implications for strategic marketing
  • Understand Strategic marketing planning process
  • Tools and techniques for measuring marketing performance
  • Tools and techniques for conducting internal analysis
  • Tools and techniques for conducting external analysis
  • Tools and techniques for effective marketing strategy development
  • Marketing metrics for effective performance evaluation
  • This highly interactive programme  will use videos,  case studies, exercises and group work and discussions, which will be supplemented with lectures and worksheets.

Marketing: The 21st Century Paradigms

  • Market-Led Approach to Marketing
  • Value Based Marketing
  • Sustainable Marketing
  • The arising implications for strategic marketing
  • Overview of strategic marketing planning process

Undertaking marketing performance analysis

  • Sales analysis
  • Market share analysis
  • Customer service analysis
  • Customer satisfaction analysis

Customer loyalty analysis

  • Brand value
  • Marketing mix effectiveness analysis
  • Financial performance
  • Business performance

Internal analysis

  • Analysing marketing resources and asset, capabilities and competencies
  • Value chain model
  • Portfolio analysis models

External analysis

  • Applying the PEST framework
  • Industry analysis
  • Market and customers analysis
  • Competitor analysis

Tools and techniques for:

  • Identifying strategic position in the market
  • Segmentation strategies
  • Differentiation strategy
  • Growth strategies
  • Competitive strategies


Marketing metrics

  • Key marketing metrics