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ISM Endorsed The Strategic Marketing Plan AL Mawred Speciality Training

ISM Endorsed The Strategic Marketing Plan

Why Attend

A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing and identifying target markets and developing a strategic position for the company in order to implement the strategy. The course covers everything from preparation and implementation of the marketing plan to measuring and evaluating the results of the organizational marketing efforts.

AL Mawred Speciality Training
Overview
Course Methodology

The course employs a variety of case studies and exercises aimed at enhancing the right set of skills needed to develop and monitor the implementation of a strategic marketing plan. Group presentations and short debriefs related to different strategic marketing planning topics will also be integral parts of the course.

Course Objectives

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

  • Apply a logical step-by-step process to produce a sound marketing plan
  • Devise a marketing plan that builds on marketing audit findings
  • Use marketing audit findings to identify effective strategies and tactics
  • Develop the components of the strategic marketing plan
  • Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
Target Audience

General managers, marketing managers, product and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course.

Target Competencies
  • Micro and macro analysis
  • Setting marketing mix
  • Devising 'SMART' goals
  • Blue ocean strategies
  • Managing business portfolio
  • Producing a Boston Consulting Group matrix
  • Structuring a marketing plan
Note

This course is endorsed by the Institute of Sales Management (ISM).

Course Outline
  • The marketing concept
    • Scope and functions
    • Competitive pressures changing the world
    • The smart bomb strategic approach
    • Definition of strategic planning
    • Organizing the general planning framework
  • The marketing planning process
    • The benefits of planning
    • Reasons to write a marketing plan
    • The marketing plan format
    • The marketing planning process
    • Setting 'SMART' objectives and goals
    • Linking the marketing strategy to the vision, mission and objectives of the company
  • The business situation analysis
    • The components of a company’s environment
    • The framework for competitive analysis
    • Components of internal analysis
    • Components of external analysis
    • Competitive and customer analysis
    • Environmental analysis
    • 'SWOT' analysis
    • The five forces diagram
    • Portfolio analysis and design (the Boston Consulting Group matrix)
    • Workshop: marketing analysis
  • Planning segmentation, targeting and Positioning
    • Basis for segmentation
    • Benefits of segmentation
    • The market segmentation process
    • Criteria for B to B segmentation
    • Effective positioning
    • Steps in market segmentation, targeting, and positioning
    • Creating a powerful value proposition
    • Workshop: crafting a value proposition and positioning
  • Strategy development
    • Considering different strategic alternatives ('TOWS' analysis)
    • Analyzing different marketing strategies
    • The growth strategy matrix
    • Factors shaping the choice of strategy
    • Blue ocean versus red ocean strategies
    • Workshop: formulating strategies and contingencies
  • Tactical planning applications
    • Setting the scene: the marketing mix
    • The components of the marketing mix
    • Using the marketing mix model
    • Workshop: setting the marketing mix
Mawred Certificate
Mawred Certifications
Al mawred Professional Certificate (Mawred Certificate)

Mawred Certificate courses by Al mawred Training & Consulting are designed for those willing to challenge themselves and go the extra distance. Participants who fully attend an Mawred Certificate course and successfully complete the test on the last day, will receive a Al mawred Professional Certificate (Mawred Certificate), in addition to the one they receive for full attendance. Mawred Certificate certificates are regionally recognized and can be quite valuable when applying for more senior roles within the organization or outside.

List of Certified Courses
Schedule & Fees

2026 Schedule & Fees

Location & Date
31 May - 4 Jun, 2026
Dubai
Arabic
Venue to be assigned
Fees
Per participant

USD 5500

Fees + VAT as applicable

(including coffee breaks and a buffet lunch daily)

Discount Plans & Cancellations Policy

Al mawred reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

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