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1. What is marketing?
- Prof. Michael J. Baker
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2. 4 traits of successful marketers
- Mr. Drew Neisser
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4. Promotional marketing
- Mr. Roddy Mullin
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5. B2B data-driven marketing
- Prof. Ruth P. Stevens
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6. The marketing environment
- Dr. James Blythe
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7. Consumer behaviour
- Prof. Gillian Hogg
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8. Organisational buyer behaviour
- Prof. Peter Naudé
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9. The marketing mix
- Prof. Michael J. Baker
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10. Research for marketing
- Prof. Michael J. Baker
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11. Channels of distribution
- Prof. Anne Marie Doherty
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12. Market segmentation - a fundamental concept of marketing
- Prof. Malcolm McDonald
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13. Product strategy and management
- Prof. Michael J. Baker
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14. New product development
- Prof. Keith Goffin
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15. Branding and brand management
- Prof. T.C. Melewar
- Dr. Sharifah Faridah Syed Alwi
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16. Pricing and price policy
- Dr. James Blythe
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17. Channel management 1
- Mr. Julian Dent
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18. Channel management 2
- Mr. Julian Dent
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19. Integrated marketing communications
- Prof. Philip J. Kitchen
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20. Sales promotion
- Mr. Roddy Mullin
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21. Sales and sales management
- Dr. James Blythe
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22. The Evolution of CRM
- Mr. Neil Woodcock
- Prof. Merlin Stone
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23. Public relations
- Dr. James Blythe
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24. Profit - the role of world class strategic marketing planning
- Prof. Malcolm McDonald
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25. Services marketing
- Prof. Adrian Palmer
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26. International marketing
- Prof. Kevin Ibeh
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27. An introduction to social marketing
- Prof. Andrew McAuley
- Dr. Sharyn Rundle-Thiele
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28. Relationship marketing
- Dr. John Egan
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29. The scope and nature of retail marketing
- Prof. Steve Burt
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30. Stakeholders
- Dr. John Egan
- Archived Lectures *These may not cover the latest advances in the field
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31. Mass communications
- Prof. Douglas West
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32. Marketing and the internet
- Dr. Jim Hamill
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33. Marketing for nonprofit organisations
- Prof. Walter Wymer
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34. Marketing for SMEs
- Prof. Audrey Gilmore
Printable Handouts
Navigable Slide Index
- Introduction
- Understanding the components of a strategy
- Objectives
- The purpose of strategic marketing planning
- Map of the marketing domain
- Financial risk and return
- The route to sustainable competitive advantage
- The need for a strategic marketing plan
- A marketing plan formula
- The value chain
- Key elements of world class marketing
- Ansoff matrix
- Profit improvement
- The marketing planning process and outputs
- The contents of a strategic marketing plan
- Define markets & understand value
- Market overview
- Some market definitions (personal market)
- Market mapping
- Market map - office equipment
- Market segmentation (1)
- Market segmentation (2)
- The impact of price on profit
- Personalising segments
- How customers talk about category need
- Understand the different category buyers
- SWOT analysis
- SWOT analysis - what not to do
- SWOT analysis - what to do
- Strategic marketing planning exercise
- SWOT summary matrix
- Market/Segment selection criteria
- Setting expectations of performance
- Positioning on directional policy matrix-guidelines
- Deliver value
- Define marketing strategy for promotion
- Activities by medium
- Segmentation example - the sunworshippers
- Segmentation example - John and Mary Lively
- The market understanding process
- Assessing the strategic marketing plan
This material is restricted to subscribers.
Topics Covered
- The need for marketing planning
- Key elements of world class marketing
- How to begin the process
- How to understand your market
- How to segment your market
- How to understand your customers' needs
- How to prioritise your marketing objectives and strategies
- how to test the value of your marketing plan
Talk Citation
McDonald, M. (2012, January 1). Profit - the role of world class strategic marketing planning [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 25, 2024, from https://hstalks.com/bm/2197/.Export Citation (RIS)
Publication History
Profit - the role of world class strategic marketing planning
Published on January 1, 2012
45 min