Integrated Marketing Strategy Masterclass

You will learn to:

• Plan, create and implement effective strategic marketing plans
• Understand how to develop sustainable advantage
• Manage your brand across multiple channels
• Integrate your strategy across on and offline channels in line with business objectives
• Effectively measure and evaluate your outputs

Course Information:
Understanding the business environment

• Explore a range of tools designed to develop a clear and actionable view of market and business performance
• Market and customer trends
• Competitor intelligence
• Internal resource analysis
• The role of insight and research

Developing sustainable competitive advantage

• Identifying unique and exploitable competencies
• Benchmarking
• Developing the best strategic options
• Identifying sources of advantage

Aligning strategy with customer groups

• Marketing segmentation
• The role of positioning and targeting
• Developing a core sustainable proposition and links to creative execution
• Branding issues

Strategy development and implementation

• Media neutral planning
• The role of integration of on and offline channels
• Getting the balance right between acquisition and retention
• Channel media convergence
• Marketing from the inside out

Measurement and control systems

• Financial management
• Objective setting
• Managing lifetime value
• Measuring integrated outputs
• Cultural and management issues
• Managing intermediaries

Who should attend:

This course is designed for those delegates responsible for managing the marketing planning process.

Tutor:

Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew has worked in marketing for nearly 30 years.

He is principal lecturer in the marketing group at the University of Greenwich, visiting professor at the Grenoble Graduate School of Business and visiting faculty at the University of Leeds Business School and Imperial College London.

He is an experienced and successful consultant and trainer of marketing personnel and has worked with companies such as ABInbev, Barclays, DAC Beachcroft, Deloitte, DHL, London Business School, Royal Mail, Swiss Reinsurance and Wella.

He is a director of Face Value Consulting and a trustee of Montage Theatre Arts, a charity supporting disadvantaged children in SE London. In 2015 Matthew was appointed as a trustee of the DM trust, a charity that aims to raise standards in the data driven and digital marketing industry. He is a member of the Institute of Direct and Digital Marketing (IDM) education council and a member of the qualifications advisory board.
His books include 'Principles of Direct, Database and Digital Marketing', FT Prentice Hall and 'Direct and Digital Marketing in Practice', A and C Black.

He is a senior consultant, tutor, examiner at the IDM. In 2015 was elected Honorary Life Fellow of the Institute of Direct and Digital Marketing. He has been a syllabus advisor to CAM and is a tutor and former examiner at the Chartered Institute of Marketing. He is a full certified member of the Market Research Society and a member of ESOMAR and the CIM. He is a Fellow of the Higher Education Academy and an IDM Lecturer of The Year

Details:
Location: Virtual Classroom
Non-member Price: £450
Member Price: £400