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ISM Endorsed The Strategic Marketing Plan - Virtual Learning

ISM Endorsed The Strategic Marketing Plan - Virtual Learning

Why Attend

A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan, such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing, and identifying target markets, and developing a strategic position for the company in order to implement the strategy. The course covers everything from preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.

Associations
Associations
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Overview
Course Methodology

The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.

Course Objectives

By the end of the course, participants will be able to:

  • Explore the fundamental concepts and scope of strategic marketing planning, including the various elements that constitute an effective marketing plan
  • Master the marketing research process and develop analytical skills to evaluate the business marketing situation while developing a clear marketing vision and mission
  • Apply practical skills in implementing the market segmentation process and create compelling value propositions tailored to segmented markets
  • Analyze different strategic marketing alternatives, set SMART objectives and targets, and utilize tools like the balanced scorecard and KPIs to inform strategic decision-making
  • Use the marketing mix model and develop effective marketing mix strategies to achieve organizational goals
Target Audience

General managers, marketing managers, product and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.

Target Competencies
  • Conducting micro and macro market analysis
  • Producing a marketing mix
  • Setting 'SMART' goals
  • Developing blue ocean strategies
  • Conducting market research
  • Preparing a positioning strategy
  • Structuring a marketing plan
Note

This course is endorsed by the Institute of Sales Management (ISM).

Course Outline
  • Introduction to Strategic Marketing Planning
    • Definition and scope of strategic marketing planning
    • The “new model” in marketing
    • The smart bomb strategic approach
    • Steps to do before writing the strategic marketing plan
    • Organizing the general planning framework
    • The marketing planning process
  • Market Research and Analysis
    • Conducting marketing research for strategic planning
      • The marketing research process
      • Forms of survey research
    • Analyzing the business marketing situation
      • PESTLE analysis
      • Competition analysis
      • Customer analysis
      • Porter’s Five Forces Model
      • SWOT analysis
    • Developing a marketing vision and mission
    • Aligning marketing with corporate vision and mission 
  • Planning Segmentation, Targeting and Positioning
    • Bases for segmentation
    • The market segmentation process
    • Criteria for segmentation (B2C and B2B)
    • Creating a value proposition and positioning strategy 
  • Strategy Development, Implementation and Control
    • Considering different strategic alternatives ('TOWS' analysis)
    • Analyzing different marketing strategies
    • Setting SMART objectives and targets
    • Military strategy and marketing strategy
    • Factors shaping the choice of strategy
    • Using the balanced scorecard and KPIs  
  • Tactical Planning Applications
    • Setting the scene: The marketing mix
    • The components of the marketing mix
    • Using the marketing mix model
    • Developing the marketing mix
    • AI marketing planning 
Associations
Associations
Institute of Sales Management (ISM)

Meirc is a recognized center and an endorsed training partner for the Institute of Sales Management (ISM*). This endorsement is a badge of recognition for the high quality sales and marketing training courses offered by Meirc Training & Consulting. Upon successfully completing any of these courses, participants will be awarded an ISM Certificate in addition to the certificate they receive from Meirc Training & Consulting.

*ISM is the UK’s largest professional body for salespeople and is the authoritative voice of selling and the custodian of sales standards, ethics and best practice. The core mission of the ISM is to promote standards of excellence in sales and sales management and enhance the prestige, integrity and profile of the sales profession as a whole and to inspire sales and marketing personnel to greater heights of achievement. ISM qualifications are vocationally-related, globally-recognized and are overseen by the UK government’s regulator Ofqual so you can be sure they meet the highest standards.

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Schedule & Fees

2025 Schedule & Fees

Location & Date
27 Apr - 1 May, 2025
English
Virtual Learning
Fees
Per participant

USD 3550

Fees + VAT as applicable

Discount Plans & Cancellations Policy

Meirc reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

Tax Registration Number: 100239834300003

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