Marketing planning allows an organisation to bring together all the elements of marketing, therefore providing clear direction in relation to the key marketing value drivers. Developing an insightful marketing plan ensures marketers contribute at the strategic level in the organisation. This course is designed to help you write better marketing plans by providing a clear framework allowing you to apply the principles presented to a case situation. This reinforces your learning in a fun and interactive environment, making application easier back at work.

Who should attend?

This course is especially useful for managers and executives having to prepare a marketing plan for the first time or you may want to review the effectiveness of your current plans against best practice guidelines. Senior managers will also find this workshop invaluable when needing to evaluate the plans submitted to them by marketing specialists.

Learning outcomes

  • Defining marketing and the marketing planning process
  • Marketing audit including macro, micro and internal analysis summarised into a SWOT and key issues analysis
  • Setting objectives and generating alternative growth strategies 
  • Market segmentation, targeting and positioning
  • The outline marketing mix
  • Implementation and control – including the process of planning, Gantt charts and measurement approaches
  • Marketing plan framework in 4 pages
  • Action planning and review

Course Dates

Start Date End Date Location
31 Jan 2019 31 Jan 2019 London
07 Mar 2019 07 Mar 2019 London
16 May 2019 16 May 2019 London
06 Jun 2019 06 Jun 2019 London

Course Director

Debbie Clewes

Debbie Clewes has run, for over 20 years, workshops on Strategic Planning, Brand Management and NPD and longer tailored in-company programmes working with many organisations including Rolls Royce, McCains, BHF, American Express and John Lewis. Debbie has written articles and revision texts on strategic marketing and is often asked to consult and speak on the subject.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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