Strategic Marketing Planning
Organizations
often mistake marketing tactics for strategy. Eager to communicate
quickly,
marketing professionals begin creating plans long before they know
where to
find their customers, what might intrigue them, and whether or not
they're even
listening. A well-developed strategic marketing plan clarifies your
position in
the marketplace and differentiates you dramatically from your
competitors.
Learn
to think strategically about marketing campaigns. Specifically, acquire
the
knowledge to analyze your target audience and their needs, create a
SWOT
analysis, position your product or service intelligently and develop
your
messaging appropriately. Exercises are rich and challenging and include
outside
reading and preparation. Individual and team-based assignments help you
understand and develop the various components of a strategic plan,
culminating
in a final team presentation.
Prerequisite:
Students are recommended to have completed Essentials of Marketing or have 2+ years experience
Instructor(s):
Jim Love is creative director of Altosa Group, a strategic marketing agency helping companies and organizations build brands and fulfill customer needs. With more than 25 years experience in brand strategy and creative execution, Love's clients span a variety of sectors, including business, manufacturing, government, technology and the arts. As principal, he leads Altosa Group teams in research, strategic planning and creative work--building successful brands.
Kenneth Loman is an independent marketing and public affairs consultant. He recently served as executive director of the South Natomas Transportation Management Association, whose social marketing mission is reducing traffic congestion and improving air quality by providing innovative alternative commute programs. His diverse background in political campaigns, market research, nonprofit management and consulting spans more than 25 years.
When:
Jan. 20-Feb. 24: Wed., 6-9 p.m.
Where:
Sutter Square Galleria, 2901 K St, Sacramento, CA
Directions:
Fee:
$460.00 ($510.00 if postmarked after 01/06/2010).
Special Discount fee:
10% discount for organizations enrolling three or more people at the same time in the same course. All registrations must be submitted at the same time and fees paid with one check, credit card or purchase order.
10% discount for AMA, IABC, SiOC, PRSA and SPRA members
Credit:
1.5 quarter units academic credit, X441.21
Required textbooks:
Marketing Planning Guide, 3rd edition by Robert Stevens ISBN 0-7890-2337-7 and The Brand Gap : How to Bridge the Distance Between Business Strategy and Design, 2nd edition by Marty Neumeier ISBN 0-321-34810-9. Buy these books from the UC Davis Bookstore.
Section:
093MAP663
