Strategic Marketing Planning

Sales and Marketing October 25, 2025
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Introduction

This course focuses on the highest level of the marketing function: **Strategic Marketing Planning**, ensuring marketing efforts are inextricably linked to long-term corporate goals. Participants will move beyond tactical campaigns to master environmental analysis, goal setting, portfolio management, and the articulation of competitive advantage. The curriculum is designed to equip leaders with the tools to formulate a market-driven vision, identify profitable growth opportunities, and allocate resources across the portfolio effectively. By mastering strategic planning, participants will be able to architect marketing programs that deliver sustained competitive advantage and long-term organizational success.

Objectives

Upon completion of this course, participants will be able to:

  • Master the process of aligning marketing strategy with overall corporate mission and vision.
  • Conduct sophisticated **Environmental and Competitive Analysis** to inform strategic direction.
  • Develop long-term, profitable **Growth Strategies** using frameworks like the Ansoff Matrix.
  • Apply **Portfolio Management Tools** (e.g., BCG, GE Matrix) to make resource allocation decisions across products/SBUs.
  • Formulate a clear and defensible **Sustainable Competitive Advantage** for the organization.
  • Translate strategic goals into actionable, measurable marketing objectives and performance indicators.
  • Develop a comprehensive **Strategic Marketing Plan** document for a business unit or product line.
  • Advise senior leadership on major market entry, exit, or positioning decisions.

Target Audience

  • Marketing Directors and Vice Presidents
  • General Managers and Business Unit Leaders
  • Strategic Planning and Corporate Development Staff
  • Brand Managers and Product Portfolio Managers
  • Consultants specializing in marketing and corporate strategy

Methodology

  • Group Strategic Planning Workshop: Developing a 5-Year Marketing Strategy for a New Market
  • Case Studies on Major Strategic Market Shifts and Competitive Responses (e.g., Kodak, Netflix)
  • Individual Exercise: Applying the BCG and Ansoff Matrices to an Existing Company Portfolio
  • Discussions on Ethical Strategic Choices and Sustainability as a Competitive Advantage
  • Executive-Style Presentation of Strategic Marketing Plan to a 'Board'

Personal Impact

  • Acquisition of high-level strategic thinking and planning expertise.
  • Enhanced ability to influence corporate strategy and resource allocation decisions.
  • Mastery of portfolio management and growth opportunity identification.
  • Increased confidence in articulating a clear, sustainable competitive advantage.
  • Elevated career trajectory into executive-level planning and leadership roles.

Organizational Impact

  • Sustained competitive advantage and superior long-term market performance.
  • More profitable allocation of corporate resources across products and business units.
  • Improved organizational alignment between marketing and core corporate strategy.
  • Effective identification and capture of high-potential market growth opportunities.
  • Reduced risk of strategic failure through robust scenario planning and competitive foresight.

Course Outline

Unit 1: The Role of Strategic Marketing

Alignment and Vision
  • Defining strategic marketing and its relationship to corporate strategy and mission.
  • Analyzing the macro-environment using PESTEL/STEEPLE frameworks.
  • Understanding market definition, boundaries, and the concept of market potential.
  • The process of establishing long-term, market-driven organizational goals.
  • Identifying and managing strategic marketing units (SBUs).

    • Unit 2: Competitive Advantage and Positioning

    Differentiation and Value
    • Analyzing competitors and sources of **Sustainable Competitive Advantage**.
    • Applying Porter's Generic Strategies (Cost Leadership, Differentiation, Focus).
    • Developing a clear, defensible **Strategic Positioning** based on key value drivers.
    • Strategies for competing in mature, growth, and fragmented markets.
    • The role of innovation and technological disruption in strategic positioning.

      • Unit 3: Growth and Portfolio Strategy

      Resource Allocation
      • Mastering the **Ansoff Matrix** (market penetration, product development, market development, diversification) for growth.
      • Utilizing the **BCG Matrix** and GE/McKinsey Matrix for product portfolio analysis and resource decisions.
      • Strategic considerations for mergers, acquisitions, and divestitures from a market perspective.
      • Strategies for market entry and global expansion planning.
      • Analyzing the profitability of different strategic market segments.

        • Unit 4: Strategic Marketing Plan Development

        Blueprint and Execution
        • The key components of a comprehensive **Strategic Marketing Plan** document.
        • Translating high-level strategy into specific, measurable marketing objectives (OKRs and KPIs).
        • Developing strategic control systems and performance benchmarks.
        • Managing the planning process: timeline, team involvement, and securing executive sign-off.
        • Forecasting market scenarios and developing contingency plans.

          • Unit 5: Implementation, Control, and Evaluation

          Monitoring and Learning
          • Designing the organizational structure to support the strategic plan effectively.
          • Techniques for monitoring the competitive environment and detecting strategic shifts.
          • Conducting a **Strategic Marketing Audit** to evaluate long-term effectiveness.
          • Measuring the strategic value of brand equity and customer lifetime value (CLV).
          • Applying scenario planning and war gaming to test strategic robustness.

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