Introduction to Strategic Marketing Planning
Strategic Marketing Planning introduces learners to the practical process of developing a focused and actionable marketing plan. Designed for beginners, the course explains how organizations move from understanding their current market situation to identifying target customers, establishing marketing objectives, developing appropriate strategies, and determining how marketing activities will be implemented and evaluated.
Through straightforward explanations, practical examples, guided exercises, and workplace-based scenarios, learners will explore situation analysis, market segmentation, target market selection, positioning, marketing objectives, the marketing mix, action planning, and performance measurement. By the end of the course, learners should be able to organize these elements into a simple strategic marketing plan that connects marketing decisions with customer needs and organizational goals.
The scope deliberately emphasizes planning and decision-making, rather than advanced marketing analytics, specialized digital-marketing techniques, or lengthy theoretical models.
With Strategic Marketing Plan Template included!
Learning Objectives
By the end of the course, learners should be able to:
- Explain the purpose of strategic marketing planning and identify the major components of a practical marketing plan.
- Analyze basic information about customers, competitors, and the marketing environment to identify relevant marketing considerations.
- Differentiate market segmentation, target market selection, and positioning and explain how they guide marketing decisions.
- Develop clear marketing objectives and select appropriate marketing strategies using the marketing mix.
- Organize basic marketing strategies into an actionable plan with activities, responsibilities, timelines, resources, and performance measures.
Target Participants
- Marketing Staff
- Marketing Officer
- Sales Staff
- Sales Officer
- Business Owner
- Entrepreneur
- Supervisor
- Team Leader
- Administrative Officer
- Project Officer
- Communications Staff
- Freelance Professional
- Student
- Fresh Graduate
- Job Seeker
Course Outline
Quick Course Guide 1
- Here’s What to Know Before You Begin
Understanding Strategic Marketing Planning 2
- From Marketing Activities to Marketing Strategy
- Understanding the Marketing Situation
Choosing Where and How to Compete 3
- Segmentation, Targeting, and Positioning
- Setting Marketing Objectives
- Developing the Marketing Strategy
Turning Strategy into an Actionable Marketing Plan 3
- Turning Strategy into an Action Program
- Resources, Budget, and Implementation Reality
- Measurement, Improvement, and Capstone Marketing Plan
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