THE ROLE OF MARKETING IN TURBULENT TIMES
Successful Marketing Plan Which Focuses On Total Business Environment

INTRODUCTION
Which orders would you like to win? The answer to this question is your marketing. How does you product/service improve the life of your customer? The answer to this question identifies the benefit you sell. Why should anybody buy this product/service from you? The answer to this question is your competitive advantage.

In the face of unprecedented challenges, many companies continue to emphasize on augmenting revenue and profit. In many cases, efforts to build a growth-oriented culture have resulted in managers involved in marketing and market development working hard at sales activities. By now most acknowledge the need to maximize the effectiveness of expansion efforts through a more focused marketing planning, management and implementation programme.

SEMINAR OBJECTIVES
At the end of the Seminar, participants would have learned,

• To review/assess where your company growth path should be in relation to the changes in the dynamic market;
• To plan and implement a marketing plan;
• To understand the resources required to executive the said plan

• What is Marketing Planning?
• The Role of Marketing in Business, especially in turbulent times
• What are the main components and processes involved in a usual Marketing Planning exercise?
• Introduction to the fundamental steps in Strategic Marketing Planning
• How Marketing planning relates to Corporate Planning
• Creating a Marketing Plan that will spearhead your business
• What are the Implementation Issues in Marketing Planning
• Review of a good marketing plan

• an interactive approach which includes case study review and participants' involvement at every stage
• review of participants' work i.e. written business plan report at group level
• course material will be provided a week before each session