ISM Endorsed The Strategic Marketing Plan
A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan, such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing, and identifying target markets, and developing a strategic position for the company in order to implement the strategy. The course covers everything from preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.
PrerequisitesNone — open to managers at all levels
5 Days
2 Sessions
Starting from USD 1,500
Available Online
Course Methodology
The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.
Course Objectives
By the end of the course, participants will be able to:
- Explore the fundamental concepts and scope of strategic marketing planning, including the various elements that constitute an effective marketing plan
- Master the marketing research process and develop analytical skills to evaluate the business marketing situation while developing a clear marketing vision and mission
- Apply practical skills in implementing the market segmentation process and create compelling value propositions tailored to segmented markets
- Analyze different strategic marketing alternatives, set SMART objectives and targets, and utilize tools like the balanced scorecard and KPIs to inform strategic decision-making
- Use the marketing mix model and develop effective marketing mix strategies to achieve organizational goals
Target Audience
General managers, marketing managers, product and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.
Target Competencies
- Conducting micro and macro market analysis
- Producing a marketing mix
- Setting 'SMART' goals
- Developing blue ocean strategies
- Conducting market research
- Preparing a positioning strategy
- Structuring a marketing plan
Course Outline
- Introduction to Strategic Marketing Planning
- Definition and scope of strategic marketing planning
- The “new model” in marketing
- The smart bomb strategic approach
- Steps to do before writing the strategic marketing plan
- Organizing the general planning framework
- The marketing planning process
- Market Research and Analysis
- Conducting marketing research for strategic planning
- The marketing research process
- Forms of survey research
- Analyzing the business marketing situation
- PESTLE analysis
- Competition analysis
- Customer analysis
- Porter’s Five Forces Model
- SWOT analysis
- Developing a marketing vision and mission
- Aligning marketing with corporate vision and mission
- Conducting marketing research for strategic planning
- Planning Segmentation, Targeting and Positioning
- Bases for segmentation
- The market segmentation process
- Criteria for segmentation (B2C and B2B)
- Creating a value proposition and positioning strategy
- Strategy Development, Implementation and Control
- Considering different strategic alternatives ('TOWS' analysis)
- Analyzing different marketing strategies
- Setting SMART objectives and targets
- Military strategy and marketing strategy
- Factors shaping the choice of strategy
- Using the balanced scorecard and KPIs
- Tactical Planning Applications
- Setting the scene: The marketing mix
- The components of the marketing mix
- Using the marketing mix model
- Developing the marketing mix
- AI marketing planning
Face to Face Courses
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