Course Overview

How can organisations turn marketing goals into clear, actionable plans that deliver real results? Strategic marketing planning is essential for aligning business resources with target markets and long-term organisational objectives.

The Strategic Marketing Plan Programme by Transformentors Academy provides a structured and practical approach to analysing markets, defining strategic priorities, and building effective marketing plans. Over five intensive days, participants explore key areas such as market analysis, segmentation, positioning, and performance measurement.

By the end of this programme, participants will be able to develop practical and results-driven marketing plans that support sustainable growth and strengthen competitive advantage.

Agenda

Day — 1 The Building Blocks of Strategic Marketing

• Understanding the scope and functions of marketing, including how it creates, communicates, and delivers value to customers
• Defining strategic marketing planning and its benefits in improving competitiveness and long-term business performance
• Recognising the need for strategic marketing in competitive markets to achieve differentiation and sustainable growth
• Identifying the key components of a strategic marketing plan, including objectives, analysis, strategy, and execution
• Exploring the process of developing a marketing plan, along with core strategies used to guide decision-making
• Setting effective SMART goals and objectives to ensure clarity, measurability, and accountability in planning
• Understanding the importance of aligning marketing strategy with organisational vision, mission, and objectives to ensure consistency and direction

Day — 2 Market Research and Analysis

• Understanding the importance of market research in assessing a business’s current situation and supporting informed decision-making
• Learning the methodology of conducting competitive analysis, including identifying competitors, benchmarking performance, and evaluating market positioning
• Exploring methods for analysing customer needs, preferences, and behaviours to better understand target audiences
• Using tools and techniques to evaluate market trends and opportunities for growth and expansion
• Applying SWOT and TOWS analysis to structure strategic insights and support decision-making in market research
• Understanding the Boston Consulting Group (BCG) matrix and its role in portfolio analysis and strategic planning
• Engaging in practical exercises to apply marketing research and analysis concepts to real-world scenarios

Day — 3 Segmentation, Targeting and Positioning (STP)

• Understanding the concept of Segmentation, Targeting, and Positioning (STP) strategy and its role in effective marketing planning
• Defining the purpose of market segmentation and how it helps identify distinct customer groups
• Exploring the different phases of the segmentation process, including identifying bases, profiling segments, and evaluating attractiveness
• Learning the criteria for selecting target market segments, such as size, growth potential, profitability, and accessibility
• Understanding the importance of effective market positioning in creating a strong competitive advantage
• Developing strategies for building a compelling value proposition that differentiates a brand in the marketplace
• Engaging in practical exercises to apply segmentation, targeting, and positioning concepts in real-world scenarios

Day — 4 Product Development and Marketing Mix

• Understanding the product development lifecycle and its key stages, from idea generation to market launch and post-launch evaluation
• Learning best practices for managing the product or service development lifecycle effectively to ensure quality, relevance, and market success
• Exploring the marketing mix (4Ps):
  • Product mix: features, design, branding, and product range
  • Pricing mix: pricing strategies, value perception, and competitive pricing
  • Promotion mix: advertising, sales promotion, public relations, and digital marketing
  • Place mix: distribution channels and availability
• Understanding the role of the marketing mix in implementing STP strategy, ensuring alignment between segmentation, targeting, positioning, and execution
• Discussing how to apply and implement the marketing mix model in real marketing environments
• Reviewing case studies demonstrating successful marketing mix applications
• Learning from real-world product launch examples and their strategic execution

Day — 5 Marketing Strategy Development

• Understanding the marketing strategy development process, from analysis to planning and execution
• Exploring and analysing different marketing strategies, including growth-focused and competitive approaches
• Learning the application of the Ansoff Growth Strategy Matrix in identifying strategic options for market and product expansion
• Analysing key factors influencing strategy selection, such as market conditions, competition, resources, and organisational objectives
• Comparing Blue Ocean and Red Ocean strategies, including value innovation versus competitive market positioning
• Engaging in practical exercises to develop a complete marketing strategy based on real-world scenarios
• Preparing and delivering a final presentation of the strategic marketing plan, demonstrating applied understanding of marketing strategy development

Learning Outcomes

By the end of the Strategic Marketing Plan Programme by Transformentors Academy, you will be able to:

• Understand the importance of strategic marketing planning in competitive and dynamic markets
• Develop a structured strategic marketing plan by following a logical and systematic process
• Conduct market research and analysis to understand business conditions, capabilities, and expansion opportunities
• Plan segmentation, targeting, and positioning (STP) by identifying segmentation criteria and developing a clear value proposition
• Plan and manage the full product or service lifecycle, from development to market execution
• Develop portfolio frameworks for the marketing mix (4Ps) to structure and guide marketing activities
• Evaluate and compare different marketing strategies to select the most effective approach for achieving business objectives

Who Should Attend

The Strategic Marketing Plan Programme by Transformentors Academy is ideal for:

• Marketing managers and executives
• Brand and product managers
• Business development professionals
• Strategy and planning officers
• Professionals involved in marketing decision-making