Class Details
Strategic Marketing Planning Course
Course summary
Take your marketing skills to the next level by learning how to write a detailed and well thought through strategic marketing plan for your brand or business.
Designed for existing marketers with some experience, this one-day course will equip you with practical take-home tools to enable you to develop stand-out brand goals, write powerful marketing plans and measure your performance. We will review the latest marketing trends and thinking, and learn how to apply them to your own digital landscape.
Learning outcomes
By the end of this course, you should be able to:
- develop and write a well thought through strategic marketing plan for your business or organisation, including online and offline marketing
- review a wide range of marketing models and tools that facilitate better planning
- develop clear and business focused marketing objectives
- articulate a vision and goals for your brand or marketing responsibility
- identify the latest marketing trends, both on and offline, and how they could apply to your role or organisation
- think more strategically in a range of marketing scenarios.
Content
Strategic planning background
- Why plan
- Brief review of marketing, branding and differentiation
- Developing your own brand essence (exercise)
- Segmentation – identifying an attractive market gap
How to write a strategic marketing plan
- Situation analysis - internal and external reviews
- Using strategic marketing models for your business (exercise)
- SWOT – theory and development for your business
- Getting from SWOT to objectives
- Choosing the right marketing mix to meet your objectives
- Developing marketing action plans (exercise)
- Timings, budgets and measurements of success
Review the latest marketing trends and marketing thinking
- Digital and online developments
- Big picture market changes
- Consumer and market research
The new digital marketing world
- Thought leadership marketing
- Key success factors in the digital age including social media
- Tips for getting your online presence humming
Who this course is for
- Anyone wanting to learn how to plan and write focused and effective marketing plans.
- Anyone who has attended Marketing Course: Level 1 and Marketing Course: Level 2, has completed an undergraduate marketing degree, or has some experience working in a marketing role.
- Marketers from a range of environments, including product, services, business to business (B2B), government and not-for-profit.
- Marketers from a range of sizes from SMEs (small to medium enterprises) to corporates.
- Anyone with hands-on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.
Delivery modes
- Face-to-face, presenter-taught workshop
- Online workshop via the platform Zoom
Delivery style
Workshop/lecture
Materials
A course workbook is distributed electronically using Dropbox.
Before the course
If possible, please bring along the following:
- A current (or old) marketing plan
- Any sales or profit history – for your business or organisation, brand or by product
- Any background information that will help you write your plan, eg market information, research, analysis of what has worked well for your business in the past.
Sessions
Location
Face-to-face (CCE Building, Sydney)
Public transport
As bus and train timetables regularly change, we suggest you visit the Transport for NSW trip planner before you set out.
The nearest train stations are Newtown Station and Macdonaldtown Station. Macdonaldtown Station is closer by distance than Newtown Station, however trains do not stop as frequently as at Newtown Station.
Other information
Parking
Nearby parking is available at Wilson Parking - RPA Medical Centre Car Park (entry via Elizabeth Street off Carillon Avenue).
A Flexi Saver Rate is available but must be booked in advance online and includes the booking fee. Bookings can be made via the Wilson website or by downloading the Wilson Parking App. Otherwise, hourly parking rates will apply, as advertised on the Wilson Parking website.
Meet the facilitators
Jeannine Galland
Jen Galland is a senior marketing professional with over 30 years’ experience in various roles. She has taught at CCE since 2017, and holds a Bachelor of Business (Majoring in Marketing, Sub major in Finance) from the University of Technology, Sydney.
Jen’s consultancy aim is to help small to medium size companies to grow profitably through robust and prioritised marketing strategy and execution, whilst always keeping the consumer at the forefront of decision-making.
