Tactical marketing / go to market
Tactical Marketing
Learners in this programme are taken through the key principles involved in operational marketing and how it differs from strategic marketing.
They learn elements such as the fundamentals of pricing, value based pricing, the key principles of product launch and product and service life-cycle management, how to productise a product or service, how to get the product to market, and how to position, communicate and promote a product effectively in the market place.
- Those new to marketing
- Marketing managers
- Marketing communications managers
- Marketing communications executives
- Marketing strategy managers
- Marketing executives
- Product managers
- The product launch plan toolkit
- Product launch risk analysis calculator
- Channel selection tool
- Marketing communications planning template
- Creative brief template
- Product life-cycle management tool
- Product management KPIs dashboard
B2B Product Life Cycle Management
It will give those charged with managing products through the life cycle all the tools, techniques and processes they need to ensure that they manage these products effectively; maximising the value of individual products and whole portfolios to the organisation.
- Product managers
- Marketing managers
- Product development managers
- Technical product managers
- Business unit heads
- Marketing managers
- Marketing communications managers
- Marketing executives
- Marketing strategy and plan template
- Market mapping tool
- Segment prioritisation tool
- Customer story process and template
- Product positioning statement template
- Value proposition development template
- Product launch plan template and checklist
- Key product benefits matched to segment needs
- Marketing communications briefing template
Successful B2B Product Development, Launch & Management
It will give those charged with developing and managing products through the life cycle all the tools from development to end of life, the key techniques and processes they need to ensure that they manage these products effectively; maximising the value of individual products and whole portfolios to the organisation.
- Product managers
- Marketing managers
- Product development managers
- Technical product managers
- Business unit heads
- Marketing managers
- Marketing communications managers
- Marketing executives
- Marketing strategy and plan template
- Market mapping tool
- Segment prioritisation tool
- Customer understanding processes
- Customer story process and template
- Product positioning statement template
- Value proposition development template
- Product launch plan template and checklist
- Key product benefits matched to segment needs
- Marketing communications briefing template
- Marketing planning templates
Coming soon…
Communicating and Presenting Effectively
Being clear communicators is essential to all of us working in marketing and in sales. Our ability to communicate and present effectively is the first step in persuading those to whom we are presenting to see the value to them of our offer. This programme will focus on those skills specifically in the context of marketing and sales persuasion. It will cover verbal and non verbal communication skills covering topics such as mirroring, listening skills, body language skills, questioning skills, rapport building and ‘Nudge’ techniques.
It then covers presentation preparation principles, producing and structuring presentations, using visual aids, story telling, and how to produce benefit led content. Delivery of presentations includes learning to hold an audience as if in a TED talk, LRP and tour guiding techniques, and question handling skills.
Finally – it deals with all of this in relation to virtual meetings and conferences as well as face to face.
- Sales executives
- Sales managers
- Sales directors
- Marketing executives
- Marketing managers
- Marketing directors
- Product managers
- Agency account executives
- Anyone who has to communicate with, and persuade others in a commercial situation
- Directional question plan template
- Listening skills key points
- Presentation plan template
- Key presentation pointers workbook
- Question handling technique key pointers