Marketing & Communication

Certificate in Marketing Strategy and Planning

This course provides a comprehensive framework for developing effective marketing strategies and plans. Participants will learn to analyse market conditions, define target audiences, and create actionable marketing plans that align with business objectives, enhancing their strategic decision-making skills.

5 days Classroom or live online English

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Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

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Why attend

From knowledge to real-world impact.

Marketing professionals face challenges in aligning their strategies with rapidly changing market dynamics and consumer expectations. Understanding how to effectively analyse market data and consumer behaviour is crucial for making informed decisions that drive business growth. This course addresses these challenges by equipping participants with the tools to create robust marketing strategies tailored to their specific market environments. Through practical exercises, attendees will learn to navigate complex market conditions, ensuring their strategies are both relevant and effective in achieving organisational objectives. Additionally, the course will cover how to leverage digital marketing channels to enhance outreach and engagement, which is vital in a competitive landscape.

Engaging in practical exercises simulates real-world marketing scenarios, allowing participants to apply theoretical concepts to tangible situations. They will develop actionable marketing plans and conduct market analyses, enhancing their strategic capabilities. By practising skills such as audience segmentation, resource allocation, and performance evaluation, attendees will be prepared to make data-driven decisions that positively impact their organisations. This course not only builds foundational knowledge but also fosters the ability to adapt strategies in response to market feedback, ensuring participants can contribute effectively to their organisations' success. Moreover, they will learn to present their strategies persuasively to stakeholders, enhancing their influence within their organisations.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course employs a blend of case studies, workshops, and collaborative group exercises to foster practical learning. Participants will analyse real-world marketing scenarios, develop strategic plans, and engage in peer reviews to refine their approaches. Specific exercises include market research simulations, audience persona creation, and strategic planning workshops. Outputs include comprehensive marketing strategy documents and presentations, demonstrating their ability to apply learned concepts effectively. This hands-on approach ensures that participants leave with not only theoretical knowledge but also practical skills that can be directly applied in their professional roles, enhancing their overall marketing effectiveness. By focusing on real-world applications, the course prepares participants to tackle immediate challenges in their marketing roles.

Course objectives

What you'll take away.

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

Analyse market trends to identify opportunities and threats in the competitive landscape.
Define target audience segments based on demographic and psychographic data.
Design a comprehensive marketing strategy that aligns with organisational goals.
Prioritise marketing initiatives based on resource allocation and potential impact.
Construct a detailed marketing plan that includes objectives, tactics, and metrics for success.
Assess the effectiveness of marketing strategies through performance metrics and KPIs.
Justify marketing decisions based on data-driven insights and market research findings.

Target audience

Who should attend.

This course is suitable for:

Marketing Managers responsible for strategic planning and execution.
Business Development Executives focused on market expansion and customer acquisition.
Product Managers needing to align product strategies with market demands.
Entrepreneurs seeking to establish a strong market presence and competitive advantage.

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Conducting thorough market analyses to inform strategic decisions.
Segmenting target audiences for tailored marketing approaches.
Developing actionable marketing plans with clear objectives and metrics.
Evaluating marketing performance and adjusting strategies accordingly.
Collaborating effectively within cross-functional teams to achieve marketing goals.
Utilising digital marketing tools and analytics for strategic insights.

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Market Analysis and Strategic Foundations

Applied activity: Participants will conduct a SWOT analysis for a fictional company facing market challenges. They will identify strengths, weaknesses, opportunities, and threats while considering market data and trends, ultimately deciding on strategic priorities for the company.

Output: SWOT analysis report with strategic recommendations and insights.

09:00–09:54Understanding market dynamics and competitive landscapes through analysis.
09:54–10:48Conducting SWOT analysis for strategic insights and decision-making.
10:48–11:00Identifying key market trends and consumer behaviours using research tools.
11:00–11:30Coffee break
11:30–12:12Identifying key market trends and consumer behaviours using research tools. (continued)
12:12–13:06Utilising market research techniques to gather actionable data.
13:06–14:00Defining strategic marketing objectives aligned with business goals and resources.

Day 2Target Audience Identification and Segmentation

Applied activity: Participants will create audience personas for a new product launch. They will use demographic and psychographic data to define key characteristics, needs, and behaviours of potential customers, deciding how to tailor marketing messages for each persona.

Output: Comprehensive audience persona profiles with insights for marketing strategies.

09:00–09:54Defining target markets and creating detailed audience personas.
09:54–10:48Utilising demographic and psychographic data for effective segmentation.
10:48–11:00Applying segmentation models to identify viable market segments for campaigns.
11:00–11:30Coffee break
11:30–12:12Applying segmentation models to identify viable market segments for campaigns. (continued)
12:12–13:06Assessing the potential of different audience segments through analysis.
13:06–14:00Creating comprehensive audience profiles for targeted marketing strategies.

Day 3Strategic Marketing Planning

Applied activity: Participants will draft a marketing strategy for a fictional product. They will align objectives with business goals and identify key tactics and channels for implementation, deciding on the best approaches to reach their target audience.

Output: Draft marketing strategy document detailing objectives and tactics.

09:00–09:54Developing a cohesive marketing strategy framework based on analysis.
09:54–10:48Setting SMART objectives for marketing initiatives to ensure clarity.
10:48–11:00Aligning marketing strategies with overall business objectives and vision.
11:00–11:30Coffee break
11:30–12:12Aligning marketing strategies with overall business objectives and vision. (continued)
12:12–13:06Identifying key marketing channels and tactics for effective outreach.
13:06–14:00Creating a timeline for marketing activities and campaigns to ensure timely execution.

Day 4Implementation and Resource Allocation

Applied activity: Participants will develop a resource allocation plan for their marketing strategy. They will detail budget, personnel, and timelines for each initiative while considering potential challenges, deciding how to optimise resources for maximum impact.

Output: Resource allocation and project plan outlining budget and timelines.

09:00–09:54Prioritising marketing initiatives based on impact, feasibility, and resources.
09:54–10:48Allocating resources effectively across marketing channels for maximum reach.
10:48–11:00Creating a budget for marketing activities that aligns with strategic goals.
11:00–11:30Coffee break
11:30–12:12Creating a budget for marketing activities that aligns with strategic goals. (continued)
12:12–13:06Developing a project plan for marketing execution with timelines and deliverables.
13:06–14:00Managing timelines and deliverables for marketing campaigns to ensure accountability.

Day 5Evaluating and Adjusting Marketing Strategies

Applied activity: Participants will evaluate the effectiveness of their marketing plan using hypothetical performance data. They will make necessary adjustments based on analysis and present their findings to the group, deciding on next steps for strategy refinement.

Output: Finalised marketing strategy presentation with performance evaluation and recommendations.

09:00–09:54Setting performance metrics and KPIs for measuring marketing success.
09:54–10:48Analysing marketing performance data to assess effectiveness and ROI.
10:48–11:00Utilising feedback loops for continuous improvement of marketing strategies.
11:00–11:30Coffee break
11:30–12:12Utilising feedback loops for continuous improvement of marketing strategies. (continued)
12:12–13:06Making data-driven adjustments to marketing strategies based on performance analysis.
13:06–14:00Presenting findings and recommendations to stakeholders for informed decision-making.

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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