Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


What is a Marketing Strategy?

A marketing strategy refers to a business’s overall plan for how to reach prospects and turn them into customers. A marketing strategy contains the company’s or brand’s value proposition, key messages, data on target customers, and other essential data.

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.2
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Strategy

Other videos in this section include:
🎬 What is Market Research? https://youtu.be/a9wa1-_2R9E
🎬 What is Market Segmentation? https://youtu.be/7FtiPAlBdto
🎬 What is a Customer Persona? https://youtu.be/DJWftQwPtAk
🎬 What is Multi Level Marketing (MLM)? https://youtu.be/u7rRVM_eTo4

LESSON NOTES
A marketing strategy starts with the company’s or the brand’s value proposition. This tells customers why the company deserves their business. It also gives marketing teams a template to inform their initiatives and marketing plans across all of the company’s products and services.

Marketing Strategies vs. Marketing Plans

The marketing strategy informs the marketing plan.

A Marketing Strategy is a long-term document, which will span a number of annual marketing plans. It needs to be refreshed each year to adapt to changes in the market.

A Marketing Plan is a document that details the specific marketing activities, budgets, and timetables.

Marketing strategies cover the big-picture, and marketing plans set out the tactical details of specific campaigns.

How to Build a Marketing Strategy

The goal of a marketing strategy is to create a sustainable competitive advantage over competitors in grabbing the attention, commitment, and loyalty of customers. It will embrace the marketing mix, or ‘four Ps’ of marketing: product, price, place, and promotion.

1. Strategic analysis
2. Develop your goals
3. Competitive Strategy
4. Articulate your Core Messages to the Market
5. Define your Approach to market

RECOMMENDED EXERCISE
1. Does your employer produce Marketing Strategies for its products or services? If so, can you get a copy to look at? If you can, look at the components of the document, to understand how it has been put together. (3 MC CPD Points)
2. Consider a product or a service you know well. What would you put into the five components of a marketing strategy that we discuss in this video? (5 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 3 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 11 MC CPD points

#Marketing #ManagementCourses #MarketingStrategy

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What is Mentoring? Why get a Mentor and Why be a Mentor? + Top Tips
What is PESTLE Analysis?
The Miller Heiman Strategic Selling Methodology
What is NLP Modelling? And How do we to Do it?
NLP & Hypnosis: What is the Milton Model?
NLP Meta Model: Precision Questioning and Listening
What is NLP? Neuro Linguistic Programming
Howard Gardner: Emotional Intelligence in the Multiple Intelligences Model
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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