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Marketing Strategy and Planning

What is the programme about?

The strategic marketing planning process needs to dovetail smoothly with detailed marketing planning in any organisation. Our marketing strategy and planning programmes are aimed at integrating top-down and bottom-up planning to improve the quality of the overall strategic marketing plan, and to ensure that operational plans are aligned with it.

Companies differ greatly in their planning methods. Our courses allow both the core planning team and the wider group that interacts with the plan to compare and contrast their own methods against best practice, to identify concrete ways to improve their current processes.

The programme draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost the understanding of the issues shaping their marketing plans, and drive value innovation in their markets.

Who will benefit from the programme?

All marketers who are involved in strategy or planning processes, or have to contribute to or interpret this strategy. 

What challenges will this programme help you address?

  • Executing a Structured Approach to Marketing Planning: The programme provides tools and a structure that lead to a clear marketing strategy. The tools and processes are tailored to existing organisational planning processes.
  • A Strategy with Real Depth: The strategy process develops a clear competitive position and actions to drive sustainable competitive advantage.
  • Implementation: The process will help marketers deliver a strategy and plan that can be clearly communicated and implemented within the organisation.
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Customers at the Heart of Your Brand

CHO provides processes to help generate insights and identify those of most value, and teaches techniques to use in probing customer motivations and behaviors using both rational and creative thinking skills

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Managing Market Research Programmes

MR enables marketers to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction by leveraging internal and external data and interpreting trends emerging from this information

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Living the Brand

LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brand

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Social Media

SM introduces marketers to the use and context of social media within an integrated mix of marketing messages and campaigns, enabling them to identify where their company is on the social spectrum in terms of presence, performance, exposure and channels, and providing tools and resources to brief and plan social media campaigns Read more...

Aligning Sales and Marketing

ASM – dissipates tensions between sales and marketing, creating additional opportunities and efficiencies by helping marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success

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Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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Tools

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