William Perkin Building
Heriot Watt University
Riccarton Campus
Edinburgh, EDH EH14 4AS
United Kingdom
Morning - Strategic Planning
Itss an old axiom that if you fail to plan then you plan to fail. Without setting clear objectives, how will you ever recognise progress, success or failure? This module looks at the relationship between your vision for the business - yes, even SMEs should have a business vision! - your business plan objectives, your strategy and your operational plans.
Content
- The definition of and differences between a vision and a mission and why every SME should have a vision.
- Stop mixing up strategy with objectives!
- How business objectives are translated to tactics
- The 4 organic growth strategies
- Inorganic growth strategies
- The effect of strategic selection on the 7Ps
Afternoon - Marketing
We begin with Marketing. It is, after all, where it all starts - the very first stage in your business process. Every business starts with an idea that connects something you have to sell with people willing to buy - it's about as fundamental to business as it comes. Why then is marketing so neglected subsequently? This module will provide the key insights into marketing as a strategic business function, demonstrate how to set clear objectives and show how those objectives connect marketing into your business plan.
Content
- The role of marketing in your business
- The 7Ps explained
- The critical difference between product and service
- FAB analysis
- The augmented product
- Marketing communications and where it fits
- The Marketing process
- Plugging marketing into the business plan
- SMART objectives
- Segmentation, targeting and positioning
- Buyer Behaviour - how people decide to buy
- The Business Decision Making Unit