Training Objectives
Overall objective
- Knowing how to develop a structured and effective marketing plan—one designed to meet your customers’ needs and expectations and boost your performance in your markets.
Detailed objectives
- Understanding what a customer-centric marketing plan is and its associated objectives
- Understanding the step-by-step process of developing a marketing plan
- Become familiar with the tools used in the development of the Marketing Plan
Who is this training intended for?
Target audience
Businesses: Marketing Managers and Staff
Level
All levels
Prerequisites
This course has no prerequisites
Training Program
A two-day training course organized into four modules, each featuring practical exercises based on a central case study.
Module 01
Fundamentals of a Customer-Centric Marketing Plan
- Introduce the concept of customer-centric marketing
- Present the Marketing Plan and explain how it fits into the company’s planning and management system
- Share the objectives set out in the Marketing Plan and the challenges associated with its development process
Module 02
Step-by-Step Guide to Developing a Customer-Centric Marketing Plan & Diagnostic Phase
- Overview of the key milestones
- Breaking down the diagnostic phase: What are the objectives? What data is needed? Who should be involved? What tools should be used?
Module 03
Decision-making phase
- Moving from the analysis to identifying the key priorities of the Marketing Plan
- Understand your market and customer base, and set your priorities
- Set objectives for priority targets and quantify them
Module 04
Identification of Key Drivers & Development of the Marketing Plan (Roadmap, Business Plan, Storytelling)
- Identify and assess the key factors for achieving the defined objectives
- Map out the underlying projects/initiatives in the form of a roadmap
- Share the key principles of business plan modeling
- Presenting your marketing plan through simple, easy-to-understand storytelling
Teaching Methods and Adaptation
Teaching method
This training course alternates between presenting the concepts, methods, and tools needed to develop a marketing plan, sharing concrete examples, conducting practical exercises centered around a specific case study, and discussions between participants and the instructor.
Training materials are provided to participants at the start of each session.
Adaptation of the training program
The training program can be tailored to the company's needs:
- Adjusting the duration of modules to suit the trainees' needs
- Customizing the materials and tools provided (incorporating the company's brand guidelines and logo)
- Designing practical case studies based on data provided by the company
Practical Information
The training will take place at our offices (7th arrondissement, Paris) or at the company's premises, and/or via video conference.
Each session can accommodate a maximum of 12 participants.
Assessment of Learning Outcomes
Satisfaction Survey
Satisfaction is assessed at the end of the training.
Funding
This training course may be covered by your company's training budget.
Accessibility and Disabilities
Our training programs are accessible to people with disabilities.
For more information, visit our section Accessibility
Fabienne Goarzin
Partner at Vertone & Marketing Trainer
