Marketing & Communication

Marketing Planning and Budgeting

A good marketing plan links business goals to target segments, positioning, activities, budget and measures. This course covers annual marketing planning: situation analysis, objectives, segmentation and targeting, marketing mix decisions, campaign planning, budget allocation and performance tracking.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

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

Download course PDF

Why attend

From knowledge to real-world impact.

Without a plan, marketing becomes a list of disconnected activities. You will learn to create a plan that wins management support.

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.

Planning templates, case studies, budget allocation exercises and plan presentations.

Course objectives

What you'll take away.

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

Conduct a marketing situation analysis
Set measurable marketing objectives
Segment, target and position effectively
Plan the marketing mix and campaigns
Allocate and justify marketing budgets
Track performance against the plan

Target audience

Who should attend.

This course is suitable for:

Marketing managers and executives
Product and brand managers
Business owners
Sales managers
Communication managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Situation analysis
Objective setting
Segmentation
Budget allocation
Performance tracking

Course outline

Your learning journey.

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

Day 1Planning Foundations

09:00–10:08Purpose of marketing plans
10:08–11:00Plan structure
11:00–11:30Coffee break
11:30–11:45Plan structure (continued)
11:45–12:53Situation analysis
12:53–14:00Exercise

Day 2Objectives and Targeting

09:00–10:08SMART objectives
10:08–11:00Segmentation
11:00–11:30Coffee break
11:30–11:45Segmentation (continued)
11:45–12:53Targeting and positioning
12:53–14:00Workshop

Day 3Marketing Mix

09:00–10:08Product, price, place and promotion
10:08–11:00Campaign planning
11:00–11:30Coffee break
11:30–11:45Campaign planning (continued)
11:45–12:53Channels
12:53–14:00Exercise

Day 4Budgeting

09:00–10:08Budget methods
10:08–11:00Allocation
11:00–11:30Coffee break
11:30–11:45Allocation (continued)
11:45–12:53Justifying spend
12:53–14:00Case study

Day 5Tracking

09:00–10:08Marketing KPIs
10:08–11:00Reporting
11:00–11:30Coffee break
11:30–11:45Reporting (continued)
11:45–12:53Plan presentations
12:53–14:00Action plan

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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