Market Planning, Market Audit and Benchmarking Course

Marketing in a Professional Services Context

• How is marketing in a professional service different and why?
• Key Features of Good Practice in Marketing Professional Services
• The Modern Consumer – implications for professional service organizations
• Developing a market proposition that is valued
• Setting Marketing Objectives and Key Performance Indicators in Professional Services
• A Framework to Develop Market:
• Recruitment
• Retention
• Referral
• Relationships
• Reputation

Market Audit and Benchmark

• Metrics of Sector Best Practice Internationally including Self-assessment
• Review Marketing Approach
• Review Brand and Positioning
• Review Market Research Capacity and Output
• Review Marketing Planning and Execution
• Review Communication Content and Channel
• Review Assessment of Marketing Resources and Capabilities

Key Marketing Tools and Concepts for Professional Services

• Brand and Positioning for Valued Differentiation
• How to Segment and Target a Market?
• Market Analysis and Research – What to Ask and To Whom?
• Service Portfolio Management from a Market Perspective
• Relative SWOT Analysis
• Integrating, Building and Measuring a Marketing Orientation
• Meeting Challenges of Staff Resistance to Marketing
• Stimulating and Nurturing Word of Mouth (referral)

Reputation and its Management in Professional Services

• Driver of a 'Good’ Reputation
• How to build a reputation-based market strategy?
• Components of Reputation
• Types of Reputation
• Evaluating Reputation
• Self-assessment using ‘The Reputation Assessor’

Best Practice Professional Services Marketing Plan 

• Strategic Planning and Marketing Planning - linking them
• Gathering a Suitable Evidence Base - primary and secondary
• Setting a Desired Market Reputation
• Market Objectives
• Marketing Priorities
• Evaluating and Measuring Marketing 

FOR WHOM:

Sales analyst, account managers, sales managers, marketing professionals and others who perform related functions.

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.