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Marketing planning

iss mazeThe challenge

The marketing plan is one of the most important outputs of the marketing process. A good marketing plan provides the direction for the brand and each of its product and service groups. The plan needs to align closely with the business's overall strategy and be clear on objectives, challenges, strategy, priorities, and budget. A poor plan, or a plan with inputs from inexperienced marketing planners, will sow the seeds for confusion, ineffective marketing investment, and missed opportunities.

Typical solutions

If you worry that your marketing plans are less than best in class, then Imparta's Marketing and Strategy Programmes will raise your marketers' planning skills. The programmes draw on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost the understanding of the issues shaping their marketing plans, and drive value innovation in their markets. We can also help to embed planning capabilities for the long term.

Next steps

  • Use the Design Your Solution section part of this website to select the modules that will help you develop your team's Marketing team's planning skills. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Explore our Marketing Curriculum in more detail.
  • Contact us to ask specific questions, or to talk to our experts about how we can help strengthen your marketing planning skills and processes. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.
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