How to Create a Marketing Plan Course

Lesson 1 • Business Context and Plan Alignment

Connects the marketing plan to overall business objectives. Students see how misalignment causes wasted spend and missed targets.

Lesson 2 • Core Components Overview

Maps every major section of a complete marketing plan. Provides a structural scaffold students will populate throughout the course.

Lesson 3 • What a Marketing Plan Actually Is

Defines a marketing plan and distinguishes it from a marketing strategy. Establishes the conceptual baseline for every subsequent chapter.

Lesson 4 • Types of Marketing Plans

Surveys annual, campaign, product launch, and channel-specific plan formats. Students select the right format for a given business scenario.

Lesson 1 • Internal Business Audit

Evaluates current products, revenue, brand equity, and capabilities. Surfaces strengths and weaknesses that shape realistic strategy.

Lesson 2 • Customer and Market Research

Collects and interprets primary and secondary data about target buyers. Grounds every strategic decision in evidence rather than assumption.

Lesson 3 • Competitive Analysis

Maps direct and indirect competitors across positioning, pricing, and channels. Reveals gaps the plan can exploit.

Lesson 4 • External Environment Scanning

Analyses macro forces—economic, social, technological, and competitive—that affect the market. Identifies opportunities and threats before goal-setting.

Lesson 1 • Market Segmentation Principles

Introduces demographic, psychographic, behavioural, and geographic segmentation variables. Students apply criteria to divide a market into actionable groups.

Lesson 2 • Customer Journey Mapping

Charts each persona's path from awareness to purchase and beyond. Reveals touchpoints where marketing can accelerate or remove friction.

Lesson 3 • Audience Insights for Plan Decisions

Translates persona and journey data into concrete plan inputs. Students practise writing audience insight statements that directly inform strategy.

Lesson 4 • Building Data-Driven Personas

Constructs detailed buyer personas from research data rather than guesswork. Personas become the reference point for messaging and channel decisions.

Lesson 1 • Marketing Goals vs. Business Goals

Clarifies how marketing goals derive from and support business goals. Prevents the common error of setting activity metrics instead of outcome metrics.

Lesson 2 • Writing SMART Objectives

Applies the SMART framework to draft precise, time-bound marketing objectives. Students practise rewriting vague goals into measurable commitments.

Lesson 3 • OKR and Goal Cascade Frameworks

Introduces OKRs as an alternative goal structure and shows how to cascade goals across teams. Students choose the framework that fits their organisation.

Lesson 4 • Selecting the Right KPIs

Distinguishes leading from lagging indicators and matches KPIs to funnel stages. Students build a KPI set that covers awareness, consideration, and conversion.

Lesson 1 • Positioning Statement Crafting

Writes a formal positioning statement using a proven template. Students practise iterating the statement until it is specific, credible, and defensible.

Lesson 2 • Strategic Narrative and Plan Coherence

Connects positioning, UVP, and chosen strategy into a single coherent narrative. Students write a strategy summary that ties the plan together.

Lesson 3 • Positioning Fundamentals

Defines positioning as the mental space a brand occupies relative to competitors. Students understand why positioning must be chosen before tactics are set.

Lesson 4 • Unique Value Proposition Development

Builds a compelling value proposition from audience insights and competitive gaps. The UVP becomes the anchor for all messaging in the plan.

Lesson 1 • Integrated Campaign Architecture

Assembles individual channel tactics into a cohesive campaign structure. Students map how channels reinforce each other across the customer journey.

Lesson 2 • Channel Selection Framework

Matches channels to audience behaviour, funnel stage, and budget constraints. Students avoid channel selection based on trend rather than evidence.

Lesson 3 • Offline and Integrated Channel Tactics

Incorporates events, print, PR, and partnerships into the channel mix. Students integrate offline and online tactics into a unified customer experience.

Lesson 4 • Content and Messaging Strategy

Develops a content plan that delivers the right message at each funnel stage. Ensures all content reinforces the positioning and UVP.

Lesson 1 • Allocating Budget Across Channels

Distributes budget across channels using performance data and strategic priorities. Students build an allocation model that balances reach, efficiency, and risk.

Lesson 2 • Marketing Budget Fundamentals

Explains how marketing budgets are structured, approved, and tracked. Students understand the difference between fixed, variable, and contingency spend.

Lesson 3 • ROI Forecasting and Budget Defence

Projects expected returns using conversion assumptions and historical benchmarks. Students present a budget with a clear ROI narrative for leadership approval.

Lesson 4 • Cost Estimation and Vendor Planning

Estimates realistic costs for creative, media, technology, and agency services. Students build line-item budgets with sourced cost assumptions.

Lesson 1 • Plan Optimisation and Iteration

Applies a structured optimisation process to improve underperforming tactics. Students build a habit of continuous testing and plan revision.

Lesson 2 • Performance Analysis and Insight Generation

Interprets data to distinguish signal from noise and identify root causes of performance gaps. Students practise writing insight statements that lead to action.

Lesson 3 • Analytics Tools and Data Collection

Selects and configures analytics tools to capture the right data at each touchpoint. Students set up tracking that supports accurate attribution.

Lesson 4 • Measurement Framework Design

Builds a structured measurement framework aligned to plan objectives and KPIs. Ensures every tactic has a defined success metric before launch.