Marketing and Brand Planning

Marketing and Brand Planning

Marketing and Brand Planning


The marketing process you use can make or break your brand and its affinity with customers. The strategic marketing process is what will guide your overall marketing strategy and marketing efforts. It will ensure you target the right customer segments, position your brand for a strong and sustainable advantage and help you maintain a keen eye on your goals and objectives. It also provides an actionable way to monitor and measure the status and success of your plan.

This program will enable you achieve this while aligning you to what you need to consistently adapt due to changes in the macro environment and consumer behaviors presented by COVID-19.

Learning Outcomes

On completing the module the learner will;

  1. Understand what marketing is and its role in driving organization growth
  2. Understand what strategic marketing is, its key components and why it is important
  3. To understand what a strategic marketing plan is and the process of developing one

At the end of the course, you will be able to carry out a situational analysis of the current environment, set strategic priorities, define your marketing objectives, craft your marketing strategy and develop your marketing mix.


  1. Strategy Design Process- Overview
  2. Market Audit and Research
  3. Consumer  Research
  4. Prioritization and  Objective setting
  5. Consumer segmentation and targeting
  6. Brand and  Brand Positioning
  7. The Marketing Mix applied to Brand Positioning
  8. Marketing in a digital world
  9. Budgeting and Planning
  10. Evaluation and Measurement
  11. Developing a Marketing Plan and Agency brief

Entry  Prerequisites

College or university qualification, experience in marketing or brand communications for at least one year. More than 2 years experience in other disciplines

Delivery and Assessment

On-line Classes

Relevant  Reading  Material

Practical Case Studies

Ongoing assignments per session

Assignments (2) – on identified case throughout the Module, and final project

Contact hours :24 hours

Group Work : 10 hours

Assignment : 3 hours (Presentation)

Study hours : 30 hours

Teaching Pattern :Lectures + videos + case studies + group work presentation


We are more than glad to get in touch with you to share more details regarding Marketing & Brand Planning under the Integrated Brand Communications (IBC) training program and the ongoing intake. Simply leave your contact information below and we’ll get in touch with you.

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