By the end of the course, participants will be able to:

• Develop and articulate a comprehensive strategic marketing plan
• Conduct internal and external marketing audits using established frameworks
• Align marketing strategies with overall business goals and market realities
• Apply segmentation, targeting, and positioning to create impactful value propositions
• Analyze and implement suitable marketing warfare strategies

• General Managers
• Marketing Managers
• Product and Sales Managers
• Market Researchers and Planning Managers

1. The Marketing Concept

• Scope and functions
• Competitive pressures and global shifts
• Strategic approach foundations
• Overview of strategic planning
• Planning framework design

2. The Marketing Planning Process

• Importance and benefits of planning
• Components of a marketing plan
• Linking strategy to vision and mission
• SMART objectives development

3. Business Situation Analysis

• Internal and external environment scanning
• SWOT and competitive analysis
• Five forces framework
• Portfolio tools: BCG matrix

4. Planning Segmentation, Targeting and Positioning

• Market segmentation basics and B2B criteria
• Segmentation and positioning processes
• Value proposition development
• Workshop on crafting positioning

5. Strategy Development

• Strategy formulation via TOWS
• Marketing growth strategies
• Blue ocean vs red ocean analysis
• Contingency planning

6. Tactical Planning Applications

• Components of the marketing mix
• Applying the 4Ps model
• Practical workshop on mix setting

7. Marketing Warfare Strategies

• Offensive, defensive, and flanking strategies
• Strategic application in competitive settings

8. Evaluation and Performance Measurement

• Metrics and KPIs for marketing effectiveness
• Review techniques for strategic alignment
• Feedback loops and course correction

9. Integrated Marketing Implementation

• Cross-functional coordination
• Budgeting and resource allocation
• Role of leadership in execution

10. Final Assessment and Strategic Plan Presentation

• Group case presentation
• Final written exam
• Instructor and peer feedback

The course combines various teaching methods, including instructor-led presentations, group discussions, case study analyses, and assessments through quizzes and a final exam to engage participants and ensure they understand and retain the material.