Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their enterprises. For this to happen, it is crucially important to implement the series of steps necessary to construct and carry out an effective marketing plan. This three day course provides the immersion necessary to embed this process in an inspiring and practical way.

Who should attend?

  • Marketers who are moving into roles which are increasingly strategic.
  • It will also be valuable for existing marketing managers who want to refresh their knowledge of tools and frameworks in a practical way.
  • Sales people, and managers from other disciplines, will gain a thorough appreciation of the strategic marketing process.
  • Formal marketing qualifications are not a prerequisite for this course.

Learning outcomes

The key components of marketing orientation.

  • Vision, mission, values, brand analysis.

Situation analysis:

  • External environment – PEST & 5 Forces analysis.
  • Internal environment – classifying strengths and weaknesses.
  • Coordinating the marketing audit – the SWOT/TOWS analysis.


  • Setting strategic marketing objectives, using the product/market matrix.
  • Understanding existing and potential customers.
  • Segmenting customers, selecting the best targets.
  • Positioning our offerings, using positioning maps and strategy canvases.


  • The 7 elements of the Marketing Mix.


  • Implementation.
  • Control – use of key performance indicators.
  • Evaluation.

The Plan:

  • Putting it all together into an actionable plan.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £1,875
Non-Residential: £1,695
Member Residential: £1,688
Member Non-Residential: £1,526
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
20 Aug 2018 22 Aug 2018 London
21 Nov 2018 23 Nov 2018 Moor Hall

Course Director

Tony Lindley

The course director Tony Lindley has worked in senior positions in sales and marketing all his working life, as a practitioner and then as a facilitator and consultant. Combining his practitioner and communications skills, his strategic internal communications and strategic marketing programmes have been successfully delivered to thousands of delegates, who have put their learning into practice immediately within their enterprises.


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.