ISM Endorsed The Strategic Marketing Plan

Program Overview

A strategic marketing plan is only useful if it is evidence-based, clearly argued and actually implemented. This workshop guides participants through writing a complete plan section by section: executive summary, situation analysis, market and customer insight, SWOT and key issues, objectives, target segments and positioning, marketing mix strategies, action programmes, budget and forecasts, and monitoring and control. It also covers presenting the plan to leadership, securing resources and governing execution through quarterly reviews, using examples from Gulf organisations.

Learning Outcomes

• ✓Structure a strategic marketing plan document with all essential sections and logical flow.
• ✓Compile a situation analysis that prioritises the issues the plan must address.
• ✓Set SMART marketing objectives linked to revenue, market share and customer targets.
• ✓Develop action programmes with owners, timelines and resource requirements.
• ✓Prepare a marketing budget and sales forecast that justify the investment requested.
• ✓Establish a quarterly review process with KPIs and corrective action triggers.

Target Audience

• Marketing managers and heads of marketing
• Product and business unit managers
• Strategy and planning officers
• Business owners preparing growth plans

Detailed Program Modules

Training Methodology

Applied Project & Assessment