Developing A Marketing Strategy & Plan

Course information sheet

Fees: Standard £ 10 Conc £No conc. Full £10 * Enrol online for standard fee payers only

Day Time Weeks Centre Start End Code Enroll
Saturday 10:00 - 15:30 1 MAC 12/01/2019 12/01/2019 NHB05

What will the course cover?

What is marketing and what purpose does it serve? The marketing mix (4C/4P). Customer value and customer satisfaction. The importance of market segmentation. Positioning. Positioning map. The difference between a marketing strategy and a marketing plan. Importance of goals and objectives. SMART objectives. Conducting a situation analysis. PEST and SWOT. Formulating marketing strategies. Integrating online and offline channels. Budgeting and implementing. The importance of collecting data and refining your approach.

Who is the course for?

Anyone running or working in a business, social enterprise or charity that wants to understand the basics of developing a marketing strategy and a marketing plan.

What skills, knowledge or experience do I need to start this course?

A basic understanding of marketing would be good but is not required. The only requirement is to have a clear understanding of the business, social enterprise or charity you plan to start, currently run or work at.

What should I be able to do by the end of the course?

Describe your business’s customer base and how your product offering provides customer value. List the steps in the marketing planning process. Outline a marketing strategy and conduct a situational analysis for your own business, social enterprise or charity.

How is the course organised?

Group and individual instruction. Explanations, demonstrations, case studies and discussions.

What extra study or practice is expected outside of the class?

To gain the maximum benefit, you should read recommended books and websites, and practice the topics covered during the class - the more you practice, the faster your skills will improve.

How will my progress be assessed?

Through informal feedback, which will help you decide what else you need to learn or practise.

What can I expect to go on to after this course?

Self employment or better management of your own business. An in-depth general marketing course. An in-depth online marketing course. A course on a different web or business subject.

Are there any other costs and what do I need to bring?

A pen and notebook. You may benefit from investing in a book to supplement your learning. A suggested text is: Essential guide to marketing planning (2017, 4th edition) - Marian Burk Wood You may also like to consult the following online resources: The Balance - The Institute of Direct and Digital Marketing -

What support is available?

You may wish to get additional help and guidance offered through the free Study Support Sessions at the Macbeth Centre. At these sessions you can access the internet, work on and print homework and assignments for your course, research, access a range of software, improve your typing and practice/review what you have covered in class. Please see signs around the centre or ask at reception for the times and dates of this terms classes. Sessions are on a strict first come, first served basis and when you arrive you will need to complete a registration form which the tutor will give you at the beginning of the session. Help with literacy or numeracy is available through the basic education programme and the ESOL programme offers help for speakers of other languages. Details of all available support can be found on our website (, in the Guide and the Student handbook, or from teaching or reception staff.