The Uncut Marketing Plan
This path consists of four modules. In the first one, we carry out a situation analysis so that you know what exists, what is good enough and what needs to be improved or added. Then we go through each main part of the marketing plan: analysis in module 2, strategy in module 3 and tactics in module 4.
In this path you get:
I denna path får du:
- A complete structure for the different elements of a marketing plan
- A process to guide you through all the different elements of the marketing plan.
- You will also reflect on the importance of different elements so that you can assess what should not be included in your plan.
- Your hunger for proper tools and analysis will be satisfied.
This is a comprehensive program that goes in-depth in many areas. That doesn't mean you have to work through all the sections and modules. Choose the ones that are most important to you."
This path is for:
Denna path passar:
For those who are primarily responsible for the marketing plan in a large or complex company and want a thorough review of all the different elements. You can work as a marketing manager, CEO, founder, business developer or any strategic or analytical role.
- Marketing managers/executives
- Communication managers/executives
- Business development managers/business developers
- Product managers/owners
- CEOs
- Entrepreneurs
- Business management
Path Overview
Strategic Review
Most people do not start from scratch when writing a marketing plan. That's why we always start with a review of what can be included in a marketing plan so you can assess what's there and what would be missing.
The first course is the basic course on how marketing works. In this one, I want you to focus on the lessons on the structure of the marketing plan, that's lesson X to X. That's where we set the foundation. Then we focus a little bit more on strategy because that's the heart of the marketing plan and that's where most of the confusion is.
We end with the third course where we simply review what we have and what we don't have in our marketing plan. As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not of importance to you.
How Marketing Works
Learn the basic structure of growth-driven marketing. The Marketing Canvas by Marketing Levels is introduced.
Strategic Review
Learn to review and evaluate what strategies you have and what will be required for you to succeed.
The Analyses
A marketing plan is usually based on a range of analyses. We need to understand how we have performed, how the market and our customers are evolving and what has happened in the world around us to decide whether we need to update our strategies and tactics.
The extent to which analytics are included in the marketing plan itself varies. They can also be placed in an appendix. This can be decided later, so don't worry if there are a lot of slides that make the market plan swell as you do different analyses. It can be tweaked later. Even in terms of time, it is a challenge now because many different analyzes can take a lot of time.
Therefore, it is important to get the analyses started and then continue working on the plan to supplement them later. Thus, in this module, we first go through the different analyzes that exist and may need to be done based on the challenges you have. Next, you create a list of which analyzes need to be included in your plan, as well as what you have and what needs to be developed.
Review of marketing analyses
Learn how to evaluate and set a plan for your marketing analytics.
The Strategies
Now we have come to the heart of the Market Plan again. But instead of looking at what we already have, it's about complementing and improving.
Thus, we start with an in-depth strategic evaluation to assess what we have, what we don't need and, of course, the most important in terms of what we need to develop. Here the workload will depend very much on what you already have in place.
Then we jump straight to the course on how to write a marketing strategy, because it goes through the summation of your different strategies and thus also the process for you to go through what you lack. Once these are done, we set a plan for your future work with strategy and thus which courses you need to go through.
Strategic Review
Learn to review and evaluate what strategies you have and what will be required for you to succeed.
Writing a Marketing Strategy
Learn how to develop a marketing strategy that creates focus and growth.
Tactical Plans
The marketing plan always ends with one or more different tactical plans. These are the ones that ensure things actually happen so it is important that these are structured correctly.
In the first course, we evaluate the different tactical areas that you have today to see which ones might be underdeveloped. Then we go through different structures that are used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
How to Structure Tactical Plans
Learn both simple and more advanced tactical plans to plan and evaluate different activities.
How to use paths
Module 1:
Strategic Review
How Marketing Works
Marketing Levels sets a new structure and standard for growth-focused marketing. Here is the basic course that explains the structure we call ML Canvas. Learn marketing for real.
You will understand how marketing must be structured to contribute to growth and business goals.
Strategic Review
In marketing, many different strategies lead to growth and the ability to beat the competition. However, to succeed, companies need to set a strategic direction. This course examines different strategic directions for winning against competitors so that you can analyze what you need to do to increase your likelihood of success.
You will learn to evaluate business development strategies and increase your ability to discuss and strategize for growth.
Most people do not start from scratch when writing a marketing plan. That's why we always start with a review of what can be included in a marketing plan so you can assess what's there and what would be missing.
The first course is the basic course on how marketing works. In this one, I want you to focus on the lessons on the structure of the marketing plan, that's lesson X to X. That's where we set the foundation. Then we focus a little bit more on strategy because that's the heart of the marketing plan and that's where most of the confusion is.
We end with the third course where we simply review what we have and what we don't have in our marketing plan. As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not of importance to you.
Most people do not start from scratch when writing a marketing plan. That's why we always start with a review of what can be included in a marketing plan so you can assess what's there and what would be missing.
The first course is the basic course on how marketing works. In this one, I want you to focus on the lessons on the structure of the marketing plan, that's lesson X to X. That's where we set the foundation. Then we focus a little bit more on strategy because that's the heart of the marketing plan and that's where most of the confusion is.
We end with the third course where we simply review what we have and what we don't have in our marketing plan. As a first step, you should download this overall structure so that you have it with you as material throughout this path and all courses. Don't worry that there are a lot of slides. Many will need to be removed when you realize that they are not of importance to you.
Module 2:
The Analyses
Review of marketing analyses
In order to make the right decisions in marketing, we need to conduct and understand a variety of analyses. Everything from performance, market, customer, environment and internal analysis.
In this course we go through how you can easily assess what you already have in place and what could be valuable to add. The course sets both a plan for your future analysis and for what additional courses can be valuable in analysis here at Marketing Levels.
A marketing plan is usually based on a range of analyses. We need to understand how we have performed, how the market and our customers are evolving and what has happened in the world around us to decide whether we need to update our strategies and tactics.
The extent to which analytics are included in the marketing plan itself varies. They can also be placed in an appendix. This can be decided later, so don't worry if there are a lot of slides that make the market plan swell as you do different analyses. It can be tweaked later. Even in terms of time, it is a challenge now because many different analyzes can take a lot of time.
Therefore, it is important to get the analyses started and then continue working on the plan to supplement them later. Thus, in this module, we first go through the different analyzes that exist and may need to be done based on the challenges you have. Next, you create a list of which analyzes need to be included in your plan, as well as what you have and what needs to be developed.
A marketing plan is usually based on a range of analyses. We need to understand how we have performed, how the market and our customers are evolving and what has happened in the world around us to decide whether we need to update our strategies and tactics.
The extent to which analytics are included in the marketing plan itself varies. They can also be placed in an appendix. This can be decided later, so don't worry if there are a lot of slides that make the market plan swell as you do different analyses. It can be tweaked later. Even in terms of time, it is a challenge now because many different analyzes can take a lot of time.
Therefore, it is important to get the analyses started and then continue working on the plan to supplement them later. Thus, in this module, we first go through the different analyzes that exist and may need to be done based on the challenges you have. Next, you create a list of which analyzes need to be included in your plan, as well as what you have and what needs to be developed.
Module 3:
The Strategies
Strategic Review
In marketing, many different strategies lead to growth and the ability to beat the competition. However, to succeed, companies need to set a strategic direction. This course examines different strategic directions for winning against competitors so that you can analyze what you need to do to increase your likelihood of success.
You will learn to evaluate business development strategies and increase your ability to discuss and strategize for growth.
Writing a Marketing Strategy
The course takes you step-by-step through how to set up a marketing strategy. It goes through how to bring together the different strategic initiatives from your business, marketing, brand, and marketing communication strategy so that you create a clear picture of the different strategic initiatives and directions you are considering. It then goes through how to reason about goals, budgets, KPIs, responsibilities, and deadlines so that the marketing strategy gives you and management a clear picture of the expectations and plans going forward and the resources needed to realize them.
You will learn how to put together a marketing strategy that evaluates your various strategic initiatives and allocates objectives, KPIs, budgets, and responsibilities. You will learn how to create a strategic structure so that you can reason about and present your marketing strategy.
Now we have come to the heart of the Market Plan again. But instead of looking at what we already have, it's about complementing and improving. Thus, we start with an in-depth strategic evaluation to assess what we have, what we don't need and, of course, the most important in terms of what we need to develop. Here the workload will depend very much on what you already have in place.
Then we jump straight to the course on how to write a marketing strategy, because it goes through the summation of your different strategies and thus also the process for you to go through what you lack. Once these are done, we set a plan for your future work with strategy and thus which courses you need to go through.
Now we have come to the heart of the Market Plan again. But instead of looking at what we already have, it's about complementing and improving. Thus, we start with an in-depth strategic evaluation to assess what we have, what we don't need and, of course, the most important in terms of what we need to develop. Here the workload will depend very much on what you already have in place.
Then we jump straight to the course on how to write a marketing strategy, because it goes through the summation of your different strategies and thus also the process for you to go through what you lack. Once these are done, we set a plan for your future work with strategy and thus which courses you need to go through.
Outro
Module 4:
Tactical Plans
How to Structure Tactical Plans
Getting the most out of any marketing activity involves planning, evaluation, and optimization. The challenge is that different marketing activities and tactical areas require different types of plans. As such, we will walk you through a range of tactical plans so you can find the best one for you.
You will learn how to plan and evaluate your different tactical activities. In the long run, this will lead to greater clarity, focus, and efficiency.
The marketing plan always ends with one or more different tactical plans. These are the ones that ensure things happen, so these must be structured correctly. In the first course, we evaluate the tactical areas you have today to see which ones might be underdeveloped. Then we go through different structures used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
The marketing plan always ends with one or more different tactical plans. These are the ones that ensure things happen, so these must be structured correctly. In the first course, we evaluate the tactical areas you have today to see which ones might be underdeveloped. Then we go through different structures used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
Outro
Module 5:
Outro
Module 6:
Outro
Examination
Tillvägagångssätt
Examinationen består av två olika delar som examineras samtidigt eller var för sig.
Flervalsfrågor
För det första kommer du att få en uppsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänd. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.
Inlämningsuppgift
Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.
- Analys av beslutsfattande
För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.
För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle behöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
- Analys av marknadskommunikation
För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller liknande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.
För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.
Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.
Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.
Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com
Examination
Approach
The examination consists of two different parts that are examined simultaneously or separately.
Multiple choice questions
Firstly, you will receive a set of 20 multiple choice questions based on the content of the four modules. The questions have one correct answer from four different options. Here you need to get 15 right to pass. If you don't get it right the first time, you can take the test again a week later.
Hand-in assignment
You will also have to complete an assignment consisting of two parts with two assignments in each part.
- Analysis of decision-making
Firstly, you will choose a company to analyze based on the type of impact their communication would need to have on their target audience in order to achieve a set goal. You indicate which company, which goal they have and explain how they will achieve it by linking to the different concepts in module 1.
Secondly, we will give you a company and a specific goal to analyze based on the type of impact their communication would need to have in order to achieve the set goal. Here you should explain, based on the concepts presented in Module 1, what the communication would need to achieve.
- Analysis of marketing communication
Firstly, we want you to choose an example of marketing communication (an advertisement, an email or similar) and analyze the possible effect this communication should have on a defined target group.
Secondly, we will give you an example of marketing communication (an advertisement, an email, or similar) where we want you to analyze the possible effect and come up with three concrete suggestions for improvement.
We estimate that the entire assignment will take about 2 hours and each analysis about 0.5 A4 in writing, so a total of about 2 A4 text.
After submission, you will be notified if you are approved. If not approved, you will be required to complete the work. When both parts are completed, you will receive your diploma.
Register for the examination by emailing: cecilia@marketinglevel
