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About Effective Marketing Plan


Students learn how to effectively analyze marketing problems and opportunities and develop successful marketing strategies. Topics include strategic marketing practices; the marketing plan; implementing, monitoring and controlling marketing strategy programs; and analysis and solutions to marketing problems. A marketing strategy simulation is used to reinforce course concepts.

What are the Course Objectives?

Upon completion of this course, students will be able to: 

  1. Describe current strategic marketing practices in a changing environment. 
  2. Formulate a marketing strategy based on environmental opportunities and threats, the firm's resources, corporate and business-unit strategies, and the need to attain an enduring competitive edge. 
  3. Compose a marketing plan based on the components of product planning, pricing, distribution methods and promotional activities. 
  4. Construct knowledge of required activities for implementing, monitoring and controlling marketing strategy programs. 
  5. Objectively analyze and solve marketing problems and evaluate their implications for the overall organization. 
  6. Demonstrate advanced teamwork and interpersonal skills.

Who should do this course?

This interactive program is designed for managers and professionals who want a firmer grasp of marketing strategy, processes, and best practices. Participants might include:

  •  Professionals who are new to a marketing role or who lack formal marketing education 
  • Marketers who want to evaluate emerging trends in a strategic context 
  • Decision makers in other functions - such as sales, finance, product management, product development, or general management - who want to work more effectively with their company’s marketing team

Lesson 1: Strategic Marketing Practices

  • Assessing external markets, segments and competitive space 
  • Assessing and designing internal marketing strategies 
  • Strategic marketing planning process 
  • Customer relationship management and customer satisfaction 
  • Segmentation, targeting, positioning and competitive strategies 
  • SWOT analysis 
  • Portfolio analysis and BCG matrix

Lesson 2: The Marketing Plan 

  • Product strategies: innovation, new product development, brand management 
  • Pricing strategies: value chain and pricing strategies 
  • Promotion strategies: advertising, sales promotion, internet 
  • Place strategies

Lesson 3: Implementing, Monitoring and Controlling Marketing Strategy Programs 

  • Budgeting and financial analysis for marketing planning and control

Lesson 4: Analysis and Solutions to Marketing Problems

  • Advanced teamwork and interpersonal skills 
  • Marketing strategy simulation game