Strategic Marketing Planning Course
Digital strategy. Planning for success in the digital age.
COVID-19 update: arrangement of our courses
We are now delivering courses online and in-person. Please check the delivery format of each class before enrolling.
Please note that course materials (excluding prescribed texts) are shared electronically within 48 hours of course commencement. Printing is not available.
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. We will review the latest marketing trends and thinking, and learn how to apply them to your own digital landscape.
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
Intended audience
Suitable for:
- anyone 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 degree, 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
- anyone with hands on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.
Delivery style
Combined lecture and interactive workshop.
Delivery options:
- presenter-taught workshop on University premises
- online workshop via the platform Zoom.
Materials
A course workbook is provided electronically.
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.
Features
- Expert trainers
- Central locations
- Course materials – yours to keep
- CCE 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.
<p>{block name:“Course Tagline - Digital strategy”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>Take your marketing skills to the next level by learning how to write a detailed and well
...When | Time | Where | Session Notes |
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Fri 05 Mar 2021 | 9am - 5pm (UTC+11:00) | Room 303 - Face-to-face (CCE Building, Newtown) |
<p>{block name:“Course Tagline - Digital strategy”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>Take your marketing skills to the next level by learning how to write a detailed and well
...When | Time | Where | Session Notes |
---|---|---|---|
Fri 14 May 2021 | 9am - 5pm (UTC+10:00) | Online via Zoom - Online via Zoom |
<p>{block name:“Course Tagline - Digital strategy”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>Take your marketing skills to the next level by learning how to write a detailed and well
...When | Time | Where | Session Notes |
---|---|---|---|
Fri 23 Jul 2021 | 9am - 5pm (UTC+10:00) | Face-to-face (Venue TBA) - Face-to-face (venue TBA) |
If there isn't a class to suit you, please join the waiting list.
Related content. Further your learning.
- Related Courses
- Brand Management Course: Level 1
- Brand Management Course: Level 2
- Business Strategy Course: How to Become a Purpose-Led Organisation
- Content Marketing Course
- Digital Strategy Course for Experienced Marketers
- Digital Strategy Course for SMEs
- eLearning Course for Small Business
- Marketing Automation and Email Marketing Course
- Marketing Course: Level 1
- Marketing Course: Level 2
- Personal Branding for Business Success Course
What others say.
- This was the best course I've been to at Sydney University. The teacher was excellent. Thank you.
- 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.
- I liked the interactive nature of the course. There is a good amount of time shared between theory and practical exercises.
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