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Marketing Planning

Completed 2009

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How to turn the daydreams into reality and avoid the nightmares!

12 Cs – the secrets of successful, profitable plans

Course aims

Do you think the business plan is just to please the boss?
Or that it will just sit on the shelf gathering dust?
If so, today’s session will show you how the business plan can be your friend and a tool that you’ll find indispensable.
Perhaps the marketing plan only seems like a daydream?
Or are you so busy with day-to-day action that you’ve lost sight of your purpose and goals?
Is all the action turning into a nightmare?
If so, you need to understand the 12Cs, secrets of successful, profitable marketing planning.
A practical, fun and lively look at how to develop a great marketing planning and actually use it!

Who will benefit?

Junior marketers, product or category managers, newly appointed middle manager marketers and those responsible for business development and planning.

Key content

Day one

  • Determining the purpose and vision for your product / brand / service in context of the organisation!
  • Which direction should you be going in? – what are the options?
  • Where will the brand/product be? this year, next year, sometime, never?
  • Which sectors of the market should you be focussing on and why?
  • The world is changing so fast – how can the brand/product keep up?
  • Living with the enemy – what are your competitors up to?

Day two

  • 12Cs – the secrets of successful, profitable plans.
  • Determining your competitive advantage: Costs? Capabilities? Convenience? and more...
  • Even if you’re on the right track, you’ll get run over if you just sit there – keeping one step ahead of the game.
  • Deciding on the right resources – investing in people, equipment and promotion.
  • Stick it to the wall – the action plan that everyone acts on!
  • So how do you know if you’re on track? Deciding how to measure your performance.