Developing & Implementing Strategic Marketing Plans
Strategic Marketing Planning for Business Growth and Stakeholder Alignment
Course Overview
The Developing & Implementing Strategic Marketing Plans course equips participants with the knowledge and tools to design a marketing strategy that aligns with organizational goals. Participants will learn to assess market dynamics, understand customer needs, and translate insights into actionable marketing initiatives. The program ensures that attendees can build a strategic marketing plan that gains executive support, drives revenue growth, strengthens market position, and enhances brand reputation.
Course Objectives
Upon completion, participants will be able to:
- Analyze internal and external business data to identify key success factors and challenges.
- Recommend products and services for existing and potential markets based on insights.
- Segment and prioritize target audiences aligned with business objectives.
- Set measurable marketing objectives for revenue, profit, market share, and brand impact.
- Develop a comprehensive 4 P’s (Product, Price, Place, Promotion) marketing framework.
- Select evaluation mechanisms to measure marketing effectiveness and ROI.
Course Audience
This advanced-level course is designed for senior marketing practitioners and business leaders, including:
- Chief Marketing Officers, Marketing Directors, and Marketing VPs
- Heads of Product Management, Product Development, PR, Brand Management, and Communications
- Directors of Business Growth, Customer Experience, Sales, Strategy, Finance, and HR
- Non-Executive Directors, Trustees, and Board Members
Course Methodology
- Instructor-led interactive sessions
- Case studies and real-world examples
- Hands-on exercises for SWOT analysis, segmentation, and planning
- Group discussions and workshops for strategy alignment
- Action planning for practical post-course implementation
Course Outline
Day One: Introduction to Marketing Planning
- Core marketing concepts and strategic marketing principles
- 4 P’s of the marketing mix: Product, Price, Promotion, Place
- Frameworks for developing a strategic marketing plan
- Linking marketing goals to corporate vision, mission, and objectives
Day Two: Situation Review – Analyzing the Current Situation
- Conducting marketing audits and collecting market and customer data
- SWOT analysis to identify internal and external factors
- Making assumptions based on data and forecasting demand
- Agreeing on expected results and business outcomes
Day Three: Formulating Strategy
- Competitive strategic positions and market positioning
- Using Ansoff’s Matrix to set strategic marketing objectives
- Market segmentation and creating buyer personas
- Marketing control process: budgeting, monitoring, and forecasting
Day Four: 4 P’s – Executing Marketing Tactics
- Product development and lifecycle management
- Product mix, pricing strategies, promotional campaigns, and distribution decisions
- Aligning marketing tactics with strategic objectives
Day Five: Delivering the Marketing Strategy
- Engaging cross-functional teams and stakeholders
- Conducting workshops for input and consensus
- Drafting the marketing plan document
- Action planning and securing organizational buy-in
Certificates