The Strategic Marketing Plan

Turning Market Insight into a Strategy for Growth

A strong marketing plan does more than organise campaigns. It provides a clear direction for where the organisation should compete, which customers it should prioritise, how it should position its offering, and how marketing resources can be used to achieve measurable business objectives.

The Strategic Marketing Plan Programme provides a practical framework for turning marketing ambitions into structured, actionable plans. Across five focused days, you'll work through the strategic marketing planning process—from defining objectives and analysing the market to selecting target segments, developing a compelling value proposition, designing the marketing mix, and choosing the right growth strategy.

The programme places strong emphasis on analysis before action. You'll explore market research, customer and competitor analysis, SWOT and TOWS, the BCG Matrix, and market trend assessment to understand where opportunities exist and how organisational capabilities can be positioned against them. You'll then use Segmentation, Targeting, and Positioning (STP) to determine which customers to pursue and how to create meaningful differentiation.

You'll also connect product and service development with the 4 Ps of marketing and examine strategic choices through tools such as the Growth Strategy Matrix and Blue Ocean versus Red Ocean approaches. By the end of the programme, you'll bring these elements together into a complete strategic marketing plan designed to support growth and competitive advantage.

You'll learn how to:

• Build a strategic marketing plan using a structured planning process.
• Align marketing priorities with organisational vision, mission, and objectives.
• Set SMART marketing goals that support measurable business outcomes.
• Conduct market, customer, and competitor research and analysis.
• Use SWOT, TOWS, and BCG analysis to support strategic decisions.
• Identify attractive market segments and select appropriate target audiences.
• Develop clear positioning and compelling customer value propositions.
• Manage product and service development across the lifecycle.
• Integrate Product, Price, Place, and Promotion into a coherent marketing mix.
• Evaluate alternative marketing strategies against business objectives.
• Apply growth strategy frameworks to identify expansion opportunities.
• Translate strategic analysis into a practical, presentation-ready marketing plan.

Whether you're developing a new marketing strategy, entering new markets, repositioning an existing offering, or improving an organisation's current planning process, this programme will help you connect market intelligence with focused strategic action.