Marketing Plan Phases Course

Lesson 1 • Roles and Responsibilities in Planning

Clarifies who owns, contributes to, and approves each planning phase. Prepares students to collaborate effectively across functions.

Lesson 2 • The Planning Process Overview

Maps the end-to-end phases of marketing planning from analysis to execution. Provides a mental model students will apply in every subsequent chapter.

Lesson 3 • What Is a Marketing Plan

Defines a marketing plan and distinguishes it from broader business strategy. Establishes the vocabulary used throughout the course.

Lesson 1 • External Environment Analysis

Covers macro-environmental scanning using PESTLE and similar frameworks. Connects external forces to marketing decisions students will make later.

Lesson 2 • Competitive Analysis Techniques

Teaches systematic methods for profiling competitors and mapping competitive positioning. Outputs feed directly into differentiation strategy.

Lesson 3 • Primary and Secondary Market Research

Distinguishes research types and guides students in selecting appropriate methods for their planning context. Builds evidence-gathering competence.

Lesson 4 • SWOT Analysis in Marketing

Applies SWOT methodology specifically to marketing contexts, linking internal strengths and weaknesses to external opportunities and threats. Anchors strategic thinking in evidence.

Lesson 1 • Customer Journey Mapping

Maps the stages a buyer moves through from awareness to purchase and beyond. Connects persona insights to channel and content decisions in later chapters.

Lesson 2 • Market Segmentation Principles

Introduces segmentation variables and criteria for evaluating segment attractiveness. Establishes the logic that drives all targeting decisions.

Lesson 3 • Building Buyer Personas

Guides students through a structured process for creating research-backed buyer personas. Personas become the reference point for all messaging decisions.

Lesson 1 • Linking Business Goals to Marketing

Shows how corporate revenue and growth targets cascade into marketing responsibilities. Prevents misalignment between marketing effort and business outcomes.

Lesson 2 • Prioritizing and Sequencing Objectives

Teaches methods for ranking objectives by impact and feasibility when resources are limited. Ensures the plan focuses effort on highest-value outcomes first.

Lesson 3 • Key Performance Indicators Selection

Matches each objective to specific KPIs and explains how to set realistic baselines. Prepares students for the measurement phase covered in later chapters.

Lesson 1 • Value Proposition Development

Builds a compelling value proposition by connecting product benefits to target audience needs identified in earlier analysis. Forms the strategic core of the plan.

Lesson 2 • Positioning Strategy and Statement

Defines positioning as a strategic choice and guides students through writing a formal positioning statement. Differentiates the brand in the competitive landscape.

Lesson 3 • Documenting the Strategic Framework

Consolidates positioning, value proposition, and strategic choices into a single reference document. Creates the strategic brief that guides all tactical decisions.

Lesson 4 • Strategic Options and Trade-offs

Introduces growth strategy frameworks such as market penetration, development, and diversification. Students evaluate options against their objectives and resources.

Lesson 1 • Integrated Promotional Planning

Designs a coordinated promotional mix spanning paid, owned, and earned media. Ensures all promotional elements reinforce a single strategic message.

Lesson 2 • Product and Service Strategy

Applies product lifecycle thinking and portfolio analysis to marketing mix decisions. Connects product strategy to the positioning developed in the previous chapter.

Lesson 3 • Distribution and Channel Planning

Maps distribution channels to target audience buying behavior and journey stages. Optimizes reach and accessibility for the defined target market.

Lesson 4 • Tactical Calendar and Sequencing

Organizes all tactical activities into a time-phased calendar with clear ownership. Transforms the marketing mix plan into an executable action schedule.

Lesson 1 • Allocating Budget Across Channels

Applies data-driven logic to distribute budget across channels based on audience reach and expected return. Prevents over-investment in low-impact activities.

Lesson 2 • Budget Presentation and Approval

Prepares students to present and defend a marketing budget to senior stakeholders. Builds financial communication skills critical for plan sign-off.

Lesson 3 • Marketing Budget Fundamentals

Explains budgeting approaches including percentage-of-revenue, objective-and-task, and competitive parity. Establishes the financial literacy needed for budget ownership.

Lesson 1 • Campaign Performance Analysis

Teaches analytical methods for evaluating campaign results against planned benchmarks. Builds the diagnostic skill needed to identify what is and is not working.

Lesson 2 • Communicating Results to Stakeholders

Guides students in crafting performance reports that resonate with executive and cross-functional audiences. Strengthens accountability and builds marketing credibility.

Lesson 3 • Plan Review and Iteration Process

Establishes a structured cadence for reviewing plan performance and making data-driven adjustments. Closes the planning loop and prepares students for the next cycle.

Lesson 4 • Building a Marketing Dashboard

Designs a KPI dashboard that visualizes plan performance against objectives set earlier. Gives students a practical tool for ongoing monitoring.