Strategic Marketing Planning Course
Course Information
Digital marketing. Transform your online presence and drive results.
Take your marketing skills to the next level by learning how to write a detailed and well thought through strategic marketing plan for your brand or business.
Designed for existing marketers with some experience, this one-day course will equip you with practical take-home tools to enable you to develop stand-out brand goals, write powerful marketing plans and measure your performance. We will review the latest marketing trends and thinking, and learn how to apply them to your own digital landscape.
Outcomes
By the end of this course, you should be able to:
- develop and write a well thought through strategic marketing plan for your business or organisation, including online and offline marketing
- review a wide range of marketing models and tools that facilitate better planning
- develop clear and business focused marketing objectives
- articulate a vision and goals for your brand or marketing responsibility
- identify the latest marketing trends, both on and offline, and how they could apply to your role or organisation
- think more strategically in a range of marketing scenarios.
Content
Strategic planning background
- Why plan
- Brief review of marketing, branding and differentiation
- Developing your own brand essence (exercise)
- Segmentation – identifying an attractive market gap
How to write a strategic marketing plan
- Situation analysis - internal and external reviews
- Using strategic marketing models for your business (exercise)
- SWOT – theory and development for your business
- Getting from SWOT to objectives
- Choosing the right marketing mix to meet your objectives
- Developing marketing action plans (exercise)
- Timings, budgets and measurements of success
Review the latest marketing trends and marketing thinking
- Digital and online developments
- Big picture market changes
- Consumer and market research
The new digital marketing world
- Thought leadership marketing
- Key success factors in the digital age including social media
- Tips for getting your online presence humming
Intended audience
- Anyone wanting to learn how to plan and write focused and effective marketing plans.
- Anyone who has attended Marketing Course: Level 1 and Marketing Course: Level 2, has completed an undergraduate marketing degree, or has some experience working in a marketing role.
- Marketers from a range of environments, including product, services, business to business (B2B), government and not-for-profit.
- Marketers from a range of sizes from SMEs (small to medium enterprises) to corporates.
- Anyone with hands-on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.
Delivery modes
- Face-to-face, presenter-taught workshop
- Online workshop via the platform Zoom
Delivery style
Workshop/lecture
Materials
A course workbook is distributed electronically using Dropbox.
Before the course
If possible, please bring along the following:
- A current (or old) marketing plan
- Any sales or profit history – for your business or organisation, brand or by product
- Any background information that will help you write your plan, eg market information, research, analysis of what has worked well for your business in the past.
Schedule
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...Meet the facilitators
Jeannine Galland
What others say
I enjoyed the facilitator's realistic and down to earth approach to marketing. She made us all feel empowered to be marketers! I also enjoyed the group participation; learning and hearing from other's challenges, achievements and situations throughout the entire day. It made for a very engaging session.
Kellsey Galea
Insightful and good conversations with the tutor and other class members. Thoroughly enjoyed it.
Kelly Young
It was a very thorough course which covered all areas of marketing. The tutor was especially fantastic with the way in which the course was delivered.
Evelina Mieli
