17 March 2008

Your customer does not want to be sold to. They want to buy!

New Strategic Marketing Planning
A practical and strategic approach to create long-term competitive advantage and achieve sustainable growth as well as profitability

Are you responsible for making and executing marketing plans? What is the performance of your company’s previous marketing plans against key indicators such as sales growth, increased market share, and customer satisfaction? Have your company achieved the established targets? Does it wish to set more challenging goals and achieve them?

If formulating or implementing marketing plans is an important part of your responsibilities, this two-day intensive training course is for you. It is specially designed to assist you in developing and implementing the strategic marketing plan which leads to growth and profits for your company.

In the crowded markets today, marketing is at the heart of all the companies’ business activities. Making marketing plans is a crucial process that gives you and your organization a clear direction and control over business. A well-conceived plan which integrates the leader’s vision, the overall business plan, and the departmental strategies will better prepare your company for future business and enable it to capitalize on opportunities and effectively deal with challenges lying ahead.

The course leader will share with you his insightful ideas and valuable hands-on experience on various key elements related to the strategic marketing planning. These include, among others, the following:

1. Understanding your customer needs
2. Lessons from winners & losers in the 21st century
3. Creative marketing
4. Developing winning strategic competitive advantage
5. Key considerations on how to create strategic marketing plan
6. Marketing budget consideration
7. Innovation though strategic collaboration

You will leave this course with valuable knowledge of how to think strategically and outside the box as well as how to create and maintain a sustainable competitive advantage to improve sales and profits. Importantly, you will learn how to gain staff commitment to successful implementation of the strategic marketing plan.

Programme Agenda

Day One

SESSION 1 21st Century – Branding Drives Marketing

• Branding vs. Marketing
• Evolution from PUSH to PULL Marketing
• Product vs. Brand
• Successful Brands – what do they stand for?

SESSION 2 Reflections on Marketing

• Laws of Marketing
• Involve Customers for Sales Success
• What makes customers buy - This exercise will help you determine how much
you value price, service, and quality, and under what circumstances
• Sales closing strategies

SESSION 3 Lessons from Winners & Losers in the 21st Century –
Some Lessons Learned from Marketing, Management &

• The importance of global vision
• A whole set of other changes warrant questioning conventional marketing
• Asia economic slowdown - Lessons learned & the challenge of sustainability
• What’s changing here in Asia?

SESSION 4 Understanding Leadership and Respond to Change –
Case Study of SIA, Changi International Airport, Hospital,

• Leadership – yesterday & today
• So why do businesses fail?
• What are the areas in which your company are stronger?
Which areas are ignored by your competitors?
• How to build a stronger well-organized Team

Day Two

SESSION 5 Creative Marketing

• Thinking Outside of the Box
• Look beyond traditional marketing approaches
• Creative thinkers are different from the rest of us
• How to create great products and services

SESSION 6 Creating a sustainable and winning strategic competitive advantage

• Key considerations on strategic competitive advantage
• Three things that can increase sales, profits and improve employee
performance and effectives.
• Three successful competitive strategies for outperforming others
• Increasing your lead generation

SESSION 7 The Marketing Plan

• Key considerations on how to create strategic marketing plan
• To grow the business to achieve economies of scale
• Key challenges and priorities
• Marketing budget consideration

SESSION 8 Innovation through Strategic Collaboration

• Collaborate to innovate
• Innovation is the way 2 ideas are brought together
• Make time for networking.
• Tips for effective networking

Why you cannot miss this course

Effective strategic marketing plan is a key to success in achieving your company’s goal. It is an important investment for your company which gives you more control and better prepare for the future.

This interactive training course carries case studies, exercises, and group discussions throughout the session. By attending this course, you and your key team member will be able to gain practical experience to formulate meaningful strategic marketing plan. Your expert course leader till take you through a step-by-step guidance which will enable you to develop skills in effective planning of strategies to achieve competitive advantage for your business.

Key points about this course

This two-day intensive course provides you with the opportunity to:

1. Gain insights into Asian marketing trends and innovation
2. Understand systematic business plans which are easily monitored
3. Improve positioning and greater competitive differentiation in the targeted markets
4. Position yourself effectively in the marketplace
5. Create winning strategic competitive advantage to increase sales and profits
6. Learn tools, techniques and processes for developing a distinctive strategic marketing plan
7. Explore how to effectively implement strategic marketing plan and evaluate the result
8. Achieve larger market share and higher profitability
9. Encourage to think creatively to support and achieve planning objectives
10. Seize the great opportunities to learn first-hand experiences and real-life case studies

Who should attend

This course is designed specifically for participants responsible for producing a strategic marketing plan or who involved with its implementation. This program will be beneficial for:

1. Vice Presidents-Marketing & Sales
2. Marketing Directors/Managers
3. Product/Brand Managers
4. Marketing Communications Managers
5. Strategic Planning Directors/Managers
6. Market Analyst Managers

Investment for attending the 2-day workshop:

1. 2-day workshop at S$1,295 / US$950 per participant
2. S$1,095 / US$800 each for two and above
3. S$895 / US$650 each for 5 participants and above!
4. Registrations will only be confirmed upon payment. There will be no refund for cancellations. However,
replacements are welcomed.
5. This workshop is limited to 18 participants per session for maximum impact. Get your entire team to attend for
maximum effectiveness. Hurry! Register NOW.
6. The fee includes two lunches, six refreshments, workshops, and a certificate issued by Asia Speakers Bureau™
7. The Organizer reserves the right to make any amendment and/or change to the seminar programme, venue,
speakers replacement and/or topics if warranted by circumstances beyond its control.


Please complete this form and email to asiasb@starhub.net.sg / susan@asiasb.com and then proceed to issue cheque / bank draft (OCBC Bank Account No: 656-817830-001 SWIFT: OCBCSGSG) payable in S$ only to DW ASSOCIATES PTE LTD and mail to 2 Sin Ming Road, #02-05 Sin Ming Plaza, Tower 1, Singapore 575583. Tel: (65) 9679 1106

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