Strategic Marketing Plan

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Strategic Marketing Plan

Strategic Marketing Plan – Develop Your Marketing Strategy. Learn the fundamentals of market research, positioning, the marketing mix and campaign planning.

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing is or why your business needs it? Do you know that marketing is essential to your company, product, or service, but aren’t sure where to start?

The primary challenge facing many organizations today is how to ensure their activities are customer focused and their strategy externally driven.

Today’s changing business environment drives the continual search for competitive advantage, and this workshop is designed to provide delegates with the knowledge, tools, and techniques to achieve this.

Strategic marketing plan? In these increasingly complex times having a well-conceived strategic marketing plan is essential for businesses to win in robust markets. A globalized world brings new challenges for companies contending with a rapidly evolving competitive landscape.

In this environment, traditional sales and marketing techniques no longer cut it. To move ahead of the competition, you need modern tools and well-engineered brand marketing strategies.

The right training can give you the edge you need to develop a strategic marketing plan that drives superior financial results and creates enduring value for your organization.

The programme includes mentoring and clinic sessions, ensuring delegates have the confidence and support to instigate changes in their business context.

Develop the skills and confidence to plan, create and deliver marketing strategies that align with business objectives and make the most of the channels your customers have adopted.

Participants will learn how to investigate and analyze their areas of business and the current market situation, focus on the unique selling proposition of their product and service, target on the needs of the target market, and select the right choice of marketing growth and marketing mix strategies.

This is official CIM UK training.

You might be interested in other Sales and Marketing programs as a next step.

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  • View Schedule
  • COURSE TYPE Practitioner
  • DURATION 4 days


This intensive course on strategic marketing management aims at taking the participants through the strategic marketing process.

This is done through carefully selected tools and techniques for carrying out gap analysis, targeting and segmenting the potential customers according to their needs and requirements.

The course uses state-of-the-art ideas and best practices derived from the industry, which will enable the participants to develop and sustain their organization’s market position and improve profitability.

The knowledge acquired by participants will enable them to formulate the right marketing strategies, develop a marketing mix specific to that market and its particular needs to attain the company’s marketing objectives and implement the marketing plan successfully.

The course includes mini-lectures, marketing plan puzzle, mini-activities for building each element of marketing plan, simulation case studies for group discussion.

It incorporates a practical approach that takes the participants step-by-step through the marketing planning process, from constructing the marketing elements to the drafting of a marketing plan. Participants are also encouraged to learn by working on a real-case marketing plan based on a workplace scenario.


Participants who fully attend this course and complete the test on the last day will receive a Strategic Axis Professional Certificate (SAPC). SAPC certificates are regionally recognized and can be quite valuable when applying for more senior roles within the organization or outside.

Strategic Axis is a recognized center and an endorsed training partner for The Chartered Institute of Marketing United Kingdom.

This endorsement is a badge of recognition for the high-quality marketing training courses offered by us.



Module 1: The Marketing Concept

  • Scope and Functions
  • A New Approach to Marketing
  • Competitive Pressures Changing the World
  • The Smart Bomb Strategic Approach

Module 2: The Marketing Planning Process

  • The Benefits of Planning
  • The Marketing Plan Format
  • The Marketing Planning Process
  • Setting S.M.A.R.T Objectives and Goals
  • Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company

Module 3: The Business Situation Analysis

  • Understanding the Framework for Competitive Analysis
  • Competitive and Customer Analysis
  • Environmental Analysis
  • SWOT and TOWS Analysis
  • Portfolio Analysis and Design (The Boston Consulting Group Matrix)

Module 4: Planning Segmentation, Targeting and Positioning

  • Basis for Segmentation
  • Benefits of Segmentation
  • The Market Segmentation Process
  • Effective Positioning
  • Creating a Powerful Value Proposition

Module 5: Strategy Development

  • Considering Different Strategic Alternatives (TOWS Analysis)
  • Analyzing Different Marketing Strategies
  • The Growth Strategy Matrix
  • Factors Shaping the Choice of Strategy
  • Blue Ocean versus Red Ocean Strategies

Module 6: Tactical Planning Applications

Setting the Scene: The Marketing Mix

The Components of the Marketing Mix

Using The Marketing Mix Model

Putting It All Together

Writing Your Marketing Plan

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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