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The Chartered Institute of Marketing

An Overview to Marketing Planning

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Next dates

May 16
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day
Jun 6
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day
Sep 12
London, United Kingdom
GBP 595 ≈USD 773
GBP 595 per day
+2 more options




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.

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

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.