Market Planning, Market Audit and Benchmarking Online Course

  • Time

    10:00am - 3:00pm

  • End Date

    16 May, 2022 - 18 May, 2022

  • Price


Event Details

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 



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



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.



1ST BATCH: 16th – 18th May, 2022                           

2ND BATCH: 29th – 31st Aug, 2022

3RD BATCH: 28th – 30th Nov, 2022

Other Dates

Start Date End Date
29 Aug, 2022 31 Aug, 2022
Start Date End Date
28 Nov, 2022 30 Nov, 2022
Start Date End Date
16 May, 2022 18 May, 2022

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