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Marketing Workshop
Agenda
1. Introductions, agenda and scope of the day - 15 mins
2. Definition and role of marketing. How it adds value to the organisation - 20 mins
3. Key trends in marketing e.g. digital, mobile, CRM, personalisation, content
marketing, push v pull, owned v earned media - 40 mins
4. Strategic marketing planning – how it relates to business planning, how marketing
fits into strategic change (setting objectives, from / to framework, how insight is the
bridge to behavioural change) - 30 mins
5. Case study set up - 15 mins
6. Marketing operations – typical marketing team structures and operational
challenges e.g. collaboration with sales - 15 mins
7. Marketing audits – competitor analysis (value canvass / positioning map), external
analysis (PESTEL) and SWOT. Case study exercise x 2 (positioning map and SWOT)
- 60 mins
8. Lunch
9. Marketing communications fundamentals – media selection, strengths and
weaknesses of traditional comms channels exercise - 60 mins
10. Digital marketing fundamentals – how Google search works, social media
overview, mobile marketing tips. Case study exercise - 75 mins
11. Measurement – how to measure ROI, engagement and online sentiment. Case
study exercise - 30 mins
12. Wrap up - 15 mins
9am start, 4.30pm finish. There will also be a mid-morning and mid-afternoon coffee
break