Day 1: Crafting Strategic Marketing Plans

Session 1: Defining Marketing Objectives

• Understanding the significance of clear, measurable marketing objectives.
• Aligning marketing goals with organizational vision and mission.

Session 2: Developing Effective Marketing Strategies

• Exploring various strategic frameworks and models.
• Crafting a comprehensive marketing strategy tailored to organizational needs.

Session 3: The Anatomy of a Marketing Plan

• Identifying key components of a robust marketing plan.
• Creating actionable tactics to achieve marketing objectives.

Session 4: Case Studies and Marketing Models

• Analyzing real-world case studies to extract valuable insights.
• Leveraging proven marketing models for strategic decision-making.

Day 2: Executing and Optimizing Marketing Strategies

Session 5: Harnessing Market Research, Analytics, and Insight

• Utilizing primary and secondary research methodologies for informed decision-making.
• Leveraging technology for advanced analytics and trend analysis.

Session 6: Understanding Demographics and Consumer Psychology

• Exploring the behavioral economics of consumer decision-making.
• Leveraging demographics, psychographics, and consumer insights for targeted marketing.

Session 7: Multi-channel Marketing and Analytics

• Differentiating between omni-channel and multi-channel marketing approaches.
• Implementing effective analytics techniques to optimize marketing performance.

Session 8: Maximizing ROI and Mitigating Risks

• Identifying key performance indicators (KPIs) for measuring marketing effectiveness.
• Mitigating risks and capitalizing on opportunities in the ever-evolving marketing landscape.

The course is designed to cover the following key objectives:

• Follow a logical, structured and disciplined approach towards model building
• Build a model from start to finish
• Learn how to translate key financial and commercial aspects into Excel
• Understand how to tailor the outputs of the model and interpret the results
• Learn ways to reduce the incidence of modelling errors

This workshop is ideal for mid-career professionals across various industries, including, Marketing Executives, Brand Managers, Account Planners, Business Development Executives and Product Managers.

Day 1: Crafting Strategic Marketing Plans

9:00 AM - 10:30 AM: Session 1 - Defining Marketing Objectives

• Introduction to the importance of clear marketing objectives (30 mins)
• Interactive discussion on aligning marketing goals with organizational vision (45 mins)
• Q&A and clarification session (15 mins)

10:30 AM - 10:45 AM: Morning Break
10:45 AM - 12:15 PM: Session 2 - Developing Effective Marketing Strategies

• Overview of strategic frameworks and models (30 mins)
• Group activity: Crafting a marketing strategy based on a given scenario (45 mins)
• Sharing and discussion of group findings (30 mins)

12:15 PM - 1:15 PM: Lunch Break
1:15 PM - 2:45 PM: Session 3 - The Anatomy of a Marketing Plan

• Detailed exploration of key components of a marketing plan (45 mins)
• Practical exercise: Creating a sample marketing plan outline (45 mins)
• Review and feedback session (15 mins)

2:45 PM - 3:00 PM: Afternoon Break
3:00 PM - 4:30 PM: Session 4 - Case Studies and Marketing Models

• Analysis of real-world case studies (45 mins)
• Application of marketing models to case scenarios (45 mins)
• Group discussion on key takeaways and insights (30 mins)

Day 2: Executing and Optimizing Marketing Strategies

9:00 AM - 10:30 AM: Session 5 - Harnessing Market Research, Analytics, and Insight

• Overview of primary and secondary research methodologies (30 mins)
• Interactive session on utilizing technology for advanced analytics (45 mins)
• Q&A and discussion on trends analysis (15 mins)

10:30 AM - 10:45 AM: Morning Break
10:45 AM - 12:15 PM: Session 6 - Understanding Demographics and Consumer Psychology

• Introduction to behavioral economics and consumer decision-making (30 mins)
• Exploring demographics, psychographics, and consumer insights (45 mins)
• Group activity: Creating customer personas and analyzing buying behavior (30 mins)

12:15 PM - 1:15 PM: Lunch Break
1:15 PM - 2:45 PM: Session 7 - Multi-channel Marketing and Analytics

• Differentiating between omni-channel and multi-channel marketing approaches (30 mins)
• Practical exercise: Implementing analytics techniques for campaign optimization (45 mins)
• Group discussion on best practices and challenges (30 mins)

2:45 PM - 3:00 PM: Afternoon Break
3:00 PM - 4:30 PM: Session 8 - Maximizing ROI and Mitigating Risks

• Identification of key performance indicators (KPIs) for marketing effectiveness (30 mins)
• Strategies for mitigating risks and capitalizing on opportunities (45 mins)
• Wrap-up, final Q&A, and workshop evaluation (15 mins)

IBA CEE Cancellation Policy for Open Enrollment Programs:

In the event of participant's cancellation, the following schedule will apply:

• 5 days before start of workshop - No cancellation
• Within 4 to 2 days prior to workshop Half program fee forfeiture
• Within 1 day and No Shows - Full program fee forfeiture

Cancellation notification must be made in writing to CEE.

Postponement
Due to any unavoidable circumstances, the workshop may be postponed by the institute. In case of postponement, the institute will refund full fee of the program or the participant may opt to defer his/her registration to the next program.

Substitute
Substitutes will be taken at least 2 days prior to the workshop. Should we be unable to accept your application for any reason, your payment (cheque/draft) will be returned to you.

Deferrals
All registrations deferrals must be requested in writing at least 2 days prior to the workshop. Send a note to the Program Registration Team indicating that you wish to have your registration deferred to another session of the same program within one year. The deposited fee will be carried forward. Please note that only one transfer is permitted. After one year, the deposited fee will be fully forfeited.