L2: Middle Management → L2: Marketing and Sales

Develop a Marketing Plan (2S02)

Marketing Plans are vital to creating a successful business. Why then, do so many businesses, set about business development and marketing without a coherent plan, without specific numbers and targets? We guess it is because it is placed in the too hard box, and does not attract the glamour of PR and branding. Yet, without a marketing plan, businesses are at risk of wasting a great deal of money, and worse, missing their targets completely.

The Global Marketing Planning course is designed to enable you to create a solid marketing strategy and generate numbers and action items to help you make your strategy real.

This course follows on from the first two courses in the program, and is the culmination of the groundwork done in the Global Market Assessment and Customer Assessments courses. In this course, you will apply the information you have acquired and framed about your markets, customers and opportunity portfolio, to the development of a strong marketing strategy.

You will use this strategy to develop marketing tactics - the 4 p's (product positioning, pricing strategies, place - distribution channels, and promotion - public relations, branding and advertising tactics), set realistic sales targets, and set and get support for your marketing budget.

The product of this course will be a fully viable 3 year marketing plan, which you can use grow your business, and gather support from your stakeholders, whether senior managers or investors.


- Suitable For: Middle and Senior Managers and Marketing Professionals
- Course Duration: 20 Hours
- Certification: Download your Certificate on completion
- Additional Resources: Download Learners manual, additional articles and worksheets.

  • Marketing Planning 1 - Getting Started
  • Video - The Purpose of a Marketing Plan
  • Marketing Planning 2 - Marketing Plan format
  • Video - The Marketing Plan - what to include?
  • Marketing Planning 3 - The Situation Analysis
  • Video - How to Perform a SWOT Analysis
  • Marketing Planning 4 - Products and Services
  • Marketing Planning - Quiz 1
  • Video - Qantas Market Positioning
  • Marketing Planning 5 - Marketing Strategy
  • Marketing Planning 6 - Sales Forecasts
  • Video - Introduction to Sales Forecasting
  • Marketing Planning - Quiz 2
  • Marketing Planning 7 - Marketing Budget
  • Video - How much to spend on marketing
  • Marketing Planning 8 - Marketing Management
  • Marketing Planning 9 - The Executive Summary
  • Marketing Planning 10 - Wrapping-up
  • Marketing Planning - Quiz 3
  • Marketing Planning - Course Evaluation
Completion rules
  • You must complete 80.00% of the content
  • Leads to a certificate with a duration: Forever