Mastering the Marketing Plan
The difference between a bad marketing plan and a good one is significant. Only those who have seen a good plan can truly appreciate the distinction. That’s why we have developed this path, which provides insights into the critical components and structure of a marketing plan. A marketing plan is not simply a document to complete or update. Instead, it should focus on how to triumph over your competitors. To achieve this objective, you need a structure and content that clearly outlines your analysis, strategy, and tactics. We welcome you to create a world-class marketing plan.
Get AccessTemplates for what to include in the marketing plan
You get all the templates you need with matching walkthroughs and examples. This way you get a wide range of templates and an explanation of how to choose the ones you need.
Guidance on how to choose and evaluate what to include
Every marketing plan is different. Therefore, you need to know how to evaluate what to include in the one you develop.
Knowing how to make your marketing plan strategic
Many marketing plans fail to be strategic. There is usually too much focus on planning activities. With a strategic marketing plan, management and others will listen more to the strategies and conclusions presented in your marketing plan.
Feedback from instructor Erik Modig
Course leader Erik Modig has reviewed several hundred marketing plans. He regularly works as an advisor for many different companies. Here you will have the opportunity to submit and discuss your plan to take it to the next level.
Who is this path for?
For anyone responsible or involved in the process of writing or updating a marketing plan. The templates are designed so that you can use them both for larger and smaller businesses, both in B2C and B2B.
This could be roles such as:
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What results can you expect?
- Learn the structure of the marketing plan
- Feel confident in any discussion revolving the marketing plan
- Get a good understanding of how you create a marketing plan that is business-growth oriented
- Get clear templates and access to matched courses describing how you should use them
- The templates helps you with the strategic thinking, making your plan stand out and set a clear direction for the future
- The plan will help you to explain the necessary activities and budget to succeed with your plan
- Higher likelihood to get strategic and brand investments liked by top management
These are the courses you’ll take
5 modules | 12 courses | 85 lessons | ~5 hours
Module 1: Setting the Structure
Learn the 16 competencies every marketer must master.
Learn how to use the different parts of a marketing plan.
Learn the basic structure of the marketing plan.
Module 2: Performance Analysis and Future Objectives
Learn to select, prioritize and present the right KPIs to increase internal understanding of marketing.
Learn how to analyze your business goals and translate them into marketing objectives and KPIs.
Module 3: Describing Your Business, Market, and Customer
Learn the different elements of a business strategy and what they include.
Learn which tools and models to use in order to analyze your market.
Learn which tools and models to use in order to analyze your customers.
Module 4: Market and Marketing Strategy
Get a complete guide on how to create a market strategy that focuses on growth.
Learn how to write a growth plan. You get several different templates and exercises.
Learn how to develop a marketing strategy that creates focus and growth.
Module 5: Plans
Learn both simple and more advanced tactical plans to plan and evaluate different activities.
Get feedback on your marketing plan by Erik Modig
Take the opportunity to submit your marketing plan with thoughts and questions after the course and get feedback from Erik Modig, your course leader.
Erik is a researcher and teacher at the Stockholm School of Economics. His book Bang for the Buck was named Marketing Book of the Year and he was recently awarded 2023's Industry Personality of the Year by Sveriges Mediebyråer (Media Agencies of Sweden).
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