Marketing Planning and Communications

A marketing plan is a comprehensive document or blueprint that outlines a company’s advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame.

Marketing communication is a fundamental and complex part of a company’s marketing efforts. Loosely defined, it can be described as all the messages and media you deploy to communicate with the market.

This workshop will help you teach participants the fundamentals of Marketing Planning, Marketing Communications and Media Planning.

At the end of this workshop, participants should be able to:

  • Summarize Marketplace Knowledge
  • Show What Marketing Will Accomplish
  • Detail Marketing Strategies, Activities
  • Show How Progress Will Be Measured
  • Explain Implementation Control

Course Outline:

Module One:

Introduction to Marketing Planning

Module One:

Analyzing the Current Situation

Module Three:

Understanding Markets and Customers

Module Four:

Planning Segmentation, Targeting, and Positioning

Module Five:

Planning Direction, Objectives, and Marketing Support

Module Six:

Developing Product and Brand Strategy

Module Seven:

Developing Channel and Logistics Strategy

Module Eight:

Developing Pricing Strategy

Module Nine:

Developing Integrated Marketing Communication Strategy

Module Ten:

Planning Performance Management and Implementation Control