This workshop provides practical guide to building a marketing plan that can be tailored to your own organisation.  

During the session you will work through a traditional marketing planning framework, includingPESTLE analysis, objective setting, strategy development and ROI calculationsYou will understand why a structured planning process is important, as is the involvement of key stakeholders to help focus attention on the investment and resources required.  

Who should attend?

This course is suitable for marketing managers seeking to develop or improve their marketing planning process and skills.  

Learning outcomes

  • What to include in a comprehensive marketing plan 
  • How to develop a streamlined and effective planning process   
  • How to analyse current future external market environments 
  • Understand the shifts in changing business models
  • Trends in customer behaviour and customer journey planning 
  • How to generate a meaningful and useful TOWS 
  • Developing strategic priorities and focus to deliver business goals 
  • Audience segmentation and persona-based targeting strategies 
  • Develop a powerful brand positioning strategy 
  • How to develop targeted value propositions 
  • The tactical deployment of the marketing plan against objectives 
  • Create an evaluation framework and meaningful KPI’s 

Course Dates

Start Date Duration Location
29 Sep 2022 2d Virtual
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24 Nov 2022 2d Virtual
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Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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