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Advanced Marketing Planning and Practice

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About Course

An advanced, practice-focused course in building a marketing plan that holds together. 8 modules and quizzes working through the full planning process — situation analysis, market and competitor research, STP decision-making, the marketing mix, international expansion, omnichannel retail, brand management, and the customer value test a finished plan has to pass. Best taken after a foundation-level marketing course.

What Will You Learn?

  • Work through a full marketing planning process, from situation analysis to control
  • Analyse a market and its competitors, and turn the findings into decisions
  • Apply the marketing mix inside a plan rather than as a list of tactics
  • Make and defend marketing decisions where the evidence is incomplete
  • Judge when and how a business should expand internationally
  • Assess digital transformation and what it means for the physical high street
  • Manage a brand's architecture, equity and extensions in practice
  • Test every decision in a finished plan against the value it creates for the chosen segment

Course Content

Module 1: The Marketing Planning Process

  • The Marketing Planning Process
  • Module 1 Quiz: The Marketing Planning Process

Module 2: Market and Competitor Analysis

Module 3: Applying the Marketing Mix in a Plan

Module 4: Marketing Decision-Making

Module 5: Going Global

Module 6: Digital Transformation and the Modern High Street

Module 7: Brand Management in Practice

Module 8: Creating Customer Value

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