Certificate in Marketing Strategy and Planning
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Program Professional Framework
Certificate in Marketing Strategy and Planning
Program Overview
Marketing strategy determines where an organisation competes and how it wins. This course develops the ability to make and justify strategic marketing choices: strategic analysis of markets, competitors and internal capabilities, growth options using the Ansoff matrix, portfolio decisions, competitive positioning, and translating strategy into a marketing plan with objectives, budgets and control mechanisms. The SOSTAC framework is used to structure planning, and cases draw on market shifts in the Gulf linked to economic diversification programmes such as Saudi Vision 2030.
Learning Outcomes
- ✓Conduct a strategic analysis using PESTLE, Porter's five forces and an internal capability review.
- ✓Synthesise analysis into a SWOT and a set of strategic marketing issues.
- ✓Evaluate growth options with the Ansoff matrix and portfolio tools such as the BCG matrix.
- ✓Select a competitive positioning strategy and justify it against competitors.
- ✓Translate strategy into a marketing plan using the SOSTAC framework.
- ✓Define a marketing budget and control system with milestones and KPIs.
Target Audience
- Marketing managers and senior marketing executives
- Strategy and business planning staff
- Product and category managers
- Business unit managers responsible for growth
Detailed Program Modules
01Strategic Marketing Thinking
- Marketing strategy versus marketing tactics
- The strategic planning process
- Linking marketing to corporate strategy
02External and Internal Analysis
- PESTLE and Porter's five forces
- Competitor intelligence
- Resources, capabilities and value chain
03Strategic Options
- Ansoff growth strategies
- Portfolio analysis with the BCG matrix
- Market entry and expansion choices
04Competitive Positioning
- Generic competitive strategies
- Segmentation and target market selection
- Differentiation and value propositions
05Building the Marketing Plan
- The SOSTAC planning framework
- Objectives, strategy and tactics
- Budget allocation methods
06Implementation and Control
- Action plans and responsibilities
- KPIs and marketing dashboards
- Reviewing and adjusting the plan
Training Methodology
Applied Project & Assessment
Applied Project
Participants produce a strategic marketing plan for a business unit or product line: strategic analysis, SWOT, chosen growth and positioning strategy with justification, a SOSTAC plan, budget and KPI dashboard.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.