Introduction

In today’s competitive business landscape, organizations must move beyond traditional marketing approaches to develop well-structured, innovative, and data-driven strategies that position their brands effectively and achieve sustainable growth. Strategic marketing planning enables organizations to understand their markets, identify customer needs, analyze competition, and design targeted initiatives that deliver measurable results.

The Marketing Strategies and Planning program, designed by Global Horizon Training Center, provides participants with a comprehensive understanding of strategic marketing principles, market analysis tools, and planning techniques. The program integrates practical models, real-world case studies, and interactive exercises to help professionals develop and implement marketing plans that align with organizational objectives and enhance competitive advantage.

Objectives

By the end of this training program, participants will be able to:

• Understand the role of strategic marketing in achieving organizational goals.

• Conduct effective market research and competitive analysis.

• Identify market opportunities and develop targeted marketing strategies.

• Build comprehensive marketing plans with clear goals, KPIs, and implementation frameworks.

• Integrate digital marketing and modern communication strategies into the overall marketing mix.

• Evaluate marketing performance and optimize strategic initiatives.

• Align marketing plans with corporate vision, mission, and long-term strategy.

Organizational Impact

After completing this program, organizations will benefit through:

• Enhanced ability to develop marketing strategies that support organizational growth.

• Improved decision-making based on data-driven market insights.

• Greater efficiency in resource allocation and campaign execution.

• Stronger brand positioning and customer engagement in competitive markets.

• Alignment between marketing initiatives and corporate strategy.

• Measurable improvement in marketing ROI and business performance.

Target Audience

This course is ideal for:

• Marketing Managers and Executives.

• Business Development and Strategy Professionals.

• Sales and Product Managers.

• Corporate Communications and Brand Managers.

• Entrepreneurs and Start-up Founders.

• Professionals aspiring to strengthen their marketing strategy and planning skills.

Outlines

Day 1: Foundations of Strategic Marketing

• Understanding marketing as a strategic function

• Evolution of marketing in the digital era

• Components of a strategic marketing plan

• The relationship between corporate strategy and marketing strategy

• Analyzing the marketing environment (PESTEL and SWOT frameworks)

• Case study: Successful marketing strategy alignment with corporate vision

Day 2: Market Research and Competitive Analysis

• Role and process of market research in strategic planning

• Data collection and interpretation for market insights

• Customer segmentation, targeting, and positioning (STP model)

• Analyzing competition and market structure

• Tools for strategic market assessment

• Workshop: Developing a market research plan

Day 3: Designing Effective Marketing Strategies

• Identifying market opportunities and creating strategic goals

• Product, pricing, place, and promotion strategies (the 4Ps)

• Developing differentiation and positioning strategies

• Integrating traditional and digital marketing channels

• Case study: Crafting a strategy for entering a new market

Day 4: Marketing Planning and Implementation

• Steps in developing a marketing plan

• Setting objectives, KPIs, and budgets

• Resource allocation and timeline management

• Building cross-functional collaboration for marketing success

• Workshop: Developing a comprehensive marketing plan

• Presentation of group strategic marketing plans

Day 5: Monitoring, Evaluation, and Continuous Improvement

• Measuring marketing performance and ROI

• Using analytics and dashboards to track results

• Identifying gaps and refining marketing strategies

• Managing strategic marketing risks and challenges

• Creating a culture of continuous improvement and innovation

• Final project: Presenting a strategic marketing and implementation roadmap