Quest Team On-Demand Courses		www.questteam.com Thursday Sep 9, 2010

Course overview
Strategic marketing involves the long-term vision of what a company needs to achieve in order to meet its objectives. All aspects of an organization- sales, marketing, executive management, finance and engineering need to be involved in the development of the strategic marketing plan (SMP). Elements of the SMP will be discussed including sections on corporate strategies, identifying market potential, product and technology assessment and resource allocation. Additionally the course will focus on the effective management of the Product Life Cycle (PLC) as part of the product assessment section. The areas of concern and opportunities for success will be highlighted in the product's introduction, growth, maturity and decline phases.

What you will learn

• use the key elements of a strategic marketing plan
• assess competitive positioning
• determine the timing for a successful introduction
• optimize profits during the growth stage
• maximize revenue during maturity and decline
• assess budget considerations during the product life cycle
• create a tactical plan

Who should participate
This course is designed for professional and management level people who are responsible for an organization's corporate objectives and product development. This specifically includes Marketing Management, Product Management and Product Development staff.

Course outline

1. Elements of Strategic Marketing Plan (SMP)
   • Defining the Mission Statement
   • Developing the Marketing Strategy
   • Identifying Market Potential
   • Outlining Product Strategy by Customer & Application
   • Executive Summary
   • Exercise: A Practical Template to Capture the Elements

2. Managing the Product Life Cycle Model
   • Understanding How Products May Differ
   • Introduction Stage- Where, When & How without Cannibalizing Existing Sales
   • Growth Stage- Maximizing Market share
   • Maturity Stage-Defending Your Position
   • Declining Stage- To Support or Not to Support
   • The Role of Marketing Communications in the Cycle

3. Identifying Competitor's Market and Product Position
   • Assessing the Strengths and Weaknesses of the Competition
   • Positioning Product for Success Based on Competitive Analysis
   • Importance of Customer Perception Feedback
   • Identifying a Technology Niche
   • Exercise: A Working Tool for Competitive Analysis

4. Tactical Planning to Insure Success Of the Strategic Marketing Plan
   • Allocation of Resources-The Budget Process
   • Developing a Marketing Communications Plan
   • Effective and Cost Effective Methods to Deliver the Message
   • Coordination with Sales Forecast