This is an introductory and practical course to introduce the basic elements of marketing planning in your organisation to ensure your early contribution to marketing activity. Explore the main concepts, tools and language used in marketing and most importantly how these should be used to identify market opportunities for business development. Crucially, the content will address a practical approach to marketing and marketing planning and how to write a marketing plan and marketing communications plan for your own organisation and other practical advice.

Who should attend?

This course will interest relative newcomers to marketing, whether they are new to business or migrating from another role. It will prove valuable to those working with marketing teams and wishing to develop a greater understanding of their activities, especially the creation of a marketing plan.

Learning outcomes

  • Define and assess the role of marketing activity in your organisation.
  • Develop a customer focus for your organisation.
  • Use a series of templates to produce a marketing audit.
  • Use a template marketing plan to consider future direction for your organisation.
  • Use a template marketing communications plan to integrate traditional and  digital communications to deliver effective responses to campaigns.
  • To appreciate what your organisation's brand means to customers.
  • Understand a range of strategic marketing strategies available to your organisation and how to deliver them, using various channel options.
  • Overall to be more confident when contributing to or making marketing decisions.


Residential: £1,785
Non-Residential: £1,605
Member Residential: £1,607
Member Non-Residential: £1,445
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

There are currently no available dates for this course

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.


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.