Module 3: Strategic Marketing Planning
3.1 Setting Marketing Objectives
Group Exercise: Setting SMART marketing objectives for a hypothetical business
Peer Review: Providing feedback on the proposed objectives
3.2 Target Market Identification
Group Project: Creating a segmentation, targeting, and positioning strategy
Presentation: Justifying the chosen target market and positioning
3.3 Developing Marketing Mix (4Ps)
Case Study: Analyzing successful product launches
Simulation: Creating a marketing mix for a new product or service
Product/Service Positioning:
Definition of how the product or service will be positioned in the market.
Unique value propositions.
Marketing Mix (4Ps):
Description and alignment of product, price, place, and promotion strategies.
Tactical considerations for each P.
Developing a Strategic Marketing Plan (1.5 hours)
Marketing Strategy Basics:
Setting marketing goals and objectives.
SWOT analysis for strategic planning.
Target Market Identification:
Defining and refining target markets.
Market segmentation techniques.
Breakout Session: SWOT Analysis:
Small group exercise for conducting SWOT analysis.
Crafting a Compelling Value Proposition:
Importance of a unique value proposition.
Developing and refining value propositions.