Centre for Continuing Education

Strategic Marketing Planning Course

Marketing Communications. Connect better with your audience.

Learn Marketing Communications the smart way with Marketing Communications courses at CCE, the University of Sydney.

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 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. You will review the latest Marketing trends and thinking and learn how to apply them to your own digital landscape.


Upon successful completion of this course, participants should be able to:

  1. Develop and write a well thought through strategic marketing plan for their business or organisation, including online and offline marketing.
  2. Review a wide range of marketing models and tools that facilitate better planning.
  3. Develop clear and business focused marketing objectives.
  4. Articulate a vision and goals for their brand or marketing responsibility.
  5. Identify the latest marketing trends, both on and offline, and how they could apply to their role or organisation.
  6. Think more strategically in a range of marketing scenarios.


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

Intended Audience

This course is suitable for:

  • Marketers wanting to learn how to plan and write focused and effective marketing plans.
  • Those who have already attended the Marketing Level 1 and Marketing Level 2 courses, completed an undergraduate Marketing course, or have 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.
  • Those with hands on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.

Delivery Style

Combined lecture and interactive workshop.

Before the course

Please bring along the following (if possible):

  1. Your current marketing plan (or an old one);
  2. Any sales or profit history – for your business/organisation, brand or by product; and
  3. Any other background information that could help you write your plan e.g. market information, research, analysis of what has worked well for your business in the past.


  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion

What others say.

  • I liked the interactive nature of the course. There is a good amount of time shared between theory and practical exercises.

  • Insightful and good conversations with the tutor and other class members. Thoroughly enjoyed it.

  • It was a very thorough course which covered all areas of marketing. The tutor was especially fantastic with the way in which the course was delivered.

Strategic Marketing Planning Course

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What others say.

  • This was the best course I've been to at Sydney University. The teacher was excellent. Thank you.
  • I found our tutor to be very engaging, creating a safe environment to discuss our experiences in relation to course topics. The tools provided a new perspective to approach common hurdles which helped strengthen my confidence in my role.