Marketing Strategy for Business:The Complete Master Guide

Course Curriculum

Chapter 1: How to Write a Proper Strategic Marketing Plan

Lecture 1: Introduction to Marketing Palnning

Lecture 2: Focus Resources on Best Opportunities

Lecture 3: The role of marketing strategy in creating shareholder value added

Lecture 4: Where to begin

Lecture 5: How to prepare a winning strategy

Lecture 6: How to segment your decision-makers

Lecture 7: How to understand the needs of your decision-makers

Lecture 8: Setting marketing objectives and strategies

Lecture 9: Linking strategy to shareholder value-added

Lecture 10: Summary & Conclusions

Chapter 2: Using SWOT Analysis to Drive Marketing Success

Lecture 1: SWOT Analysis: an essential tool to formulate your Marketing Strategy

Chapter 3: Quantified Value Proposition:

Lecture 1: Introduction

Lecture 2: Define the Target Market

Lecture 3: Identify Buyers

Lecture 4: Added Value Analysis (Part 1)

Lecture 5: Added Value Analysis (Part 2)

Lecture 6: Financial Qualification

Lecture 7: Categorize

Lecture 8: Conclusions: Communication to Target Customers/Markets

Chapter 4: The Malcolm McDonald Academy: 10 Lessons for Marketing Excellence

Lecture 1: Making the P&L Exciting & Relevant to the Board

Lecture 2: A Brilliant, Easy Way To Start Marketing Planning For Your Organization

Lecture 3: The McDonald Organisational Health Check

Lecture 4: Be Successful Through FOCUS, FOCUS, FOCUS

Lecture 5: Be Successful Through Marketing Strategy. Don't Do The Wrong Things Efficiently

Lecture 6: Why Marketers Must Understand The Cost Of Capital If They Are To Be Successful

Lecture 7: The McDonald Approach To Understanding How Your Market Works

Lecture 8: A Quick Way To Segment Your Market Properly

Lecture 9: Malcolm McDonald on SWOT Analysis That Really Work

Lecture 10: The Best Tool On Planet Earth For Setting Marketing Objectives And Strategies

Chapter 5: Marketing Strategy 2019

Lecture 1: A practical guide for your 2019 marketing plan

Chapter 6: Key Account Management

Lecture 1: How you define a key account – Intro

Lecture 2: A new critical Interface for Sales

Lecture 3: Key Account Management – A practical example

Lecture 4: Selection and Relationship with Key Accounts

Lecture 5: Strategic Purchasing system

Lecture 6: Key Account Portfolio Management

Lecture 7: Key Account Analisys

Lecture 8: How To Select Key Account Managers

Lecture 9: Bonus Lecture: Keep Up with More Marketing Strategy

Chapter 7: Market Segmentation

Lecture 1: Intro to Market Segmentation

Lecture 2: A case study: avoid the price commodity trap

Lecture 3: Market segmentation process

Lecture 4: Product life cycle 1

Lecture 5: Product life cycle 2

Lecture 6: Reasons for market segmentation

Chapter 8: Advanced Market Segmentation

Lecture 1: Market Segmentation Intro

Lecture 2: How do you do segmentation properly

Lecture 3: Design a project specification

Lecture 4: Segmentation process

Lecture 5: Prioritising and selecting elements

Lecture 6: How do you link it to strategy

Lecture 7: What you should get out of it

Chapter 9: Marketing Accountability

Lecture 1: Intro to Marketing Accountability

Lecture 2: Marketing accountablity: the value of goodwill

Lecture 3: Marketing Value Time Lag

Lecture 4: Financial and Business Risks

Lecture 5: Creating Sustainable Competitive Advantage

Lecture 6: What is Marketing Accountability

Lecture 7: Marketing Due Diligence

Lecture 8: Practical Example of Marketing Accountability

Chapter 10: Strategic Marketing Planning

Lecture 1: Marketing Planning Intro

Lecture 2: The Housemarket Plunge

Lecture 3: Sustained Competitive Advantage

Lecture 4: Overwiew to Marketing Planning

Lecture 5: The Ansoff Matrix

Lecture 6: Marketing Planning Example

Lecture 7: The Real SWOT analysis

Lecture 8: How Promotion is linked to market segmentation

Chapter 11: Marketing Plans Implementation

Lecture 1: Marketing Plans Implementation (McDonald)

Lecture 2: Marketing plans – Implementation (Ed Bradford)

Lecture 3: Implementation Steps – Anticipate

Lecture 4: Implementation steps- Initiate

Lecture 5: Implementation steps – Accelerate

Lecture 6: Implementation steps-Integrate

Lecture 7: Sensing implementation success

Lecture 8: Reduce risk of failure

Chapter 12: Marketing Plans Implementation Advanced

Lecture 1: Marketing plan implementation-Intro

Lecture 2: Borrowing brilliance

Lecture 3: The helm model

Lecture 4: Key success factors

Chapter 13: Gamification

Lecture 1: The Gamification of strategy-Intro

Lecture 2: Applying STP to SAM using Simulator

Lecture 3: Using simulator to apply STP to SAM-Step 1 Segmentation

Lecture 4: Using simulator to apply STP to SAM-Step 2 Targeting

Lecture 5: Using simulator to apply STP to SAM-Step 3 Positioning

Lecture 6: The Gamification of strategy-Conclusions

Chapter 14: Marketing in The Boardroom