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Strategic Marketing Plan

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Strategic Marketing Plan


  • Utilizes a variety of exercises and case studies to develop the skills required for developing and monitoring the implementation of a strategic marketing plan.
  • Includes group presentations and discussions on different strategies for marketing plans.

Course Objectives:

  • Participants will be able to:
    • Follow and execute practical steps to produce an effective marketing plan.
    • Develop a marketing plan based on marketing audit results.
    • Use marketing audit results to identify effective strategies and techniques.
    • Develop components of a strategic marketing plan.
    • Identify and implement different marketing competition strategies (offensive, defensive, maneuvering).

Target Audience:

  • This training course targets company managers, marketing, production, and sales department managers who are eager to enhance their skills in all marketing operations.
  • It also targets marketing researchers, planning managers, and all professionals responsible for marketing plans.

Program Content:

  • Marketing Concepts.
  • Scope and Functions.
  • Increasing Competitive Intensity Worldwide.
  • The Strategic Smart Bomb Methodology.
  • Introduction to Strategic Planning.
  • Establishing the General Plan Framework.

Marketing Planning Process:

  • Benefits of Planning.
  • Reasons for Writing a Marketing Plan.
  • Format of a Marketing Plan.
  • Marketing Planning Process.
  • Aligning Marketing Strategy with the Organization’s Vision, Message, and Objectives.

Business Situation Analysis:

  • Company Environmental Elements.
  • Competitive Analysis Framework.
  • Internal Analysis Elements.
  • External Analysis Elements.
  • Stakeholder and Competitive Level Analysis.
  • Environmental Analysis.
  • SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats).
  • The Five Forces Model.

Segmentation, Targeting, and Positioning:

  • Segmentation Rules.
  • Benefits of Market Segmentation.
  • Market Segmentation Process.
  • B2B Segmentation Criteria.
  • Effective Positioning.
  • Steps for Market Segmentation, Targeting, and Positioning Planning.

Strategy Development:

  • Considering Different Strategic Alternatives (TOWS Analysis).
  • Analyzing Different Marketing Strategies.
  • Growth-Share Matrix.
  • Factors Influencing Strategy Selection.
  • Blue Ocean Strategy vs. Red Ocean Strategy.
  • Workshop: Formulating Strategies and Planning for Emergency Cases.

Tactical Planning Applications:

  • Setting the Scene: The Marketing Mix.
  • Elements of the Marketing Mix.
  • Using the Marketing Mix Model.
  • Workshop: Preparing the Marketing Mix.

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