Course Details

This course is appropriate for a wide range of professionals but not limited to:

• Marketing and Commercial Directors
• Business Unit Managers
• Strategic Planners
• Senior Marketing Analysts
• Entrepreneurs and Founders

• Expert-led sessions with dynamic visual aids
• Comprehensive course manual to support practical application and reinforcement
• Interactive discussions addressing participants’ real-world projects and challenges
• Insightful case studies and proven best practices to enhance learning

By the end of this course, participants will be able to:

• Articulate the necessary components of a professional Strategic Marketing Plan.
• Execute a thorough situation analysis covering market, customer, and competitor insights.
• Define clear, measurable, and strategic marketing objectives aligned with corporate goals.
• Develop integrated marketing mix strategies (4Ps) with supporting tactical programs.
• Create a justifiable marketing budget and resource allocation schedule.
• Establish a robust control and evaluation system using relevant Key Performance Indicators (KPIs).

DAY 1

The Planning Framework and Situational Analysis

• Welcome and introduction
• Pre-test
• Understanding the purpose and structure of the Strategic Marketing Plan
• Defining corporate vision, mission, and setting high-level business goals
• Conducting the Situational Analysis: Market analysis, customer insights, and competitive review
• Identifying key strategic issues and challenges

DAY 2

Strategy Formulation and Objectives

• Review of customer segmentation, targeting, and positioning
• Developing the core Value Proposition and competitive advantage statement
• Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) marketing objectives
• Growth strategies (e.g., Ansoff Matrix) and selection of strategic options
• Forecasting market potential and sales projections

DAY 3

Tactical Programs and Budgeting

• Developing specific tactical plans for each element of the Marketing Mix (4Ps)
• Designing integrated marketing programs (campaigns, product launches, lead generation)
• Methods for Marketing Budgeting (percentage of sales, objective and task, competitive parity)
• Allocating resources across different channels and activities
• Managing timelines and responsibilities

DAY 4

Implementation and Control Systems

• Strategies for successful plan implementation and gaining organizational buy-in
• Establishing the Control System and selecting key performance indicators (KPIs)
• Setting performance standards and variance analysis
• Mechanisms for gathering feedback and making in-course corrections
• Risk assessment and contingency planning for major plan threats

DAY 5

Review, Finalization, and Presentation

• Review of participant plan drafts: Consistency, clarity, and feasibility check
• Best practices for presenting the Strategic Marketing Plan to senior management
• Summary of planning pitfalls to avoid
• Final Q&A and knowledge consolidation
• Post-test
• Certificate ceremony