About Imparta
Imparta helps companies to achieve significant and lasting improvements in sales and marketing effectiveness.
Real customer insight
Does this drive your marketing?
CNBC Interview
Imparta CEO, Richard Barkey, raises questions all business leaders should ask.
Why Imparta
When founder Richard Barkey started Imparta in 1997, the goal was to provide an antidote to an industry that was – and remains – focused on delivering events rather than results.
Marketing Strategy and Planning
The strategic marketing planning process needs to dovetail smoothly with detailed marketing planning in any organisation. Our marketing strategy and planning programmes are aimed at integrating top down and bottom up planning to improve the quality of the overall strategic marketing plan, and to ensure that operational plans are aligned with it.
Companies differ greatly in their planning methods. Our courses allow both the core planning team and the wider group that interacts with the plan to compare and contrast their own methods against best practice, to identify concrete ways to improve their current processes.
The programme draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost the understanding of the issues shaping their marketing plans, and drive value innovation in their markets.
Following attendance of the programme participants will:
- Understand the key components of a marketing strategy
- Know how to use the concepts of competitive advantage and competitive positioning
- Understand how to use various tools and techniques (PESTEL, Porter’s Five Forces, market maps, competitor profiling, segmentation) to analyse the external environment
- Know how to use a value chain to analyse internal capabilities
- Be able to use the SWOT and TOWS models to pull together internal and external analysis and develop strategy
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