Marketing and Brand Planning

Marketing and Brand Planning

Marketing and Brand Planning

Marketing and Brand Planning

Level: Entry/ mid

Relevant Role: Brand Assistant/ Manager

Role in Summary

Brand Managers are concerned with creating a lasting impression among consumers and improving product sales and market share. They monitor market trends and oversees advertising and marketing activities to ensure the right message is delivered for their product or service.
This course is also relevant to those in a communications agency role; especially advertising, below- the-line, digital and media planning. The ‘client perspective’ and an understanding of the marketing process is essential to developing rich proposals and campaigns that meet business and brand goals.


  1. Brand ownership and provide the vision, mission, goals and strategies
  2. Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues
  3. Analyse brand positioning and crystallise customer target
  4. Translate brand strategies into brand plans, brand positioning and go-to-market strategies
  5. Oversee marketing and advertising activities to ensure consistency with product line strategy
  6. Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)
  7. Brainstorm new and innovative growth strategies


You will need to show evidence of the following;

  • have an instinctive feeling about future product concepts
  • have good analytical skills
  • be a good listener, able to respond to results and consumer research
  • be an excellent communicator, both verbally and in writing
  • be able to work well with a wide range of people from different parts of the business
  • be able to manage different projects at the same time
  • be energetic and passionate about their product speciality
  • be organised and methodical
  • be able to work well under pressure

Learning Outcomes

On completion, the student will:

  1. Develop a brand plan proposals
  2. Conduct research for Market, Brand, Consumer and communications
  3. Develop brand positioning
  4. Develop brand implementation plans
  5. Recommend budgets and measurement tools
  6. Effectively brief the communications agency and evaluate work
  7. Manage agency teams and get the best performance from them


Strategy Design Process- Overview
Marketing Audit and Research
SWOT Analysis, Objective setting, Prioritizing Strategy
Consumer Segmentation and Targeting
Brand and Positioning
Marketing Tactics – Marketing and Marcom Mix
Digital Essentials
Budgeting, Measurement and Evaluation
Brand Re-invention and Innovation
The IMC client communication Brief
Client / Agency relationship Management

Course Prerequisites

Under graduate degree and / or experience in marketing or brand communications for at least one year


Participants will be assessed through a combined individual and group presentation, based on a brand of choice.
Refer to evaluation score sheet for marking criteria.

Added Value

Participants taking this as a short course will also have the option of attending Account Management and Life Skills classes at a discounted additional fee. The topics include;

  • Keys to a successful career/ Emotional Intelligence
  • Principles of Account Handling
  • Presentation skills
  • Team Dynamics and Handling Conflict
  • Decision Making & Stress Management
  • Selling Techniques
  • Negotiation skills
  • Self-regulation and Time management
  • Managing projects
  • Personal Branding and CV writing

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

Request for more information

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