Marketing Planning Made Simple
Northern School of Marketing: Short Course 6:
Course Description
Marketing Planning Made Simple is a practical, step-by-step course for marketers, business owners, aspiring strategists, and anyone seeking to master the art and science of effective marketing planning. Building on all prior courses—Introduction to Modern Marketing, Understanding Your Customer, Building a Brand that Connects, Creating Value Through the Marketing Mix, and Crafting Your Marketing Message—this course empowers you to bring all your skills together, turning ideas into actionable, results-driven marketing plans.
Great marketing is never an accident—it’s the result of thoughtful planning, clear objectives, smart tactics, and continual measurement. This course demystifies the planning process, showing you how to set focused goals, analyze your environment, choose the right tactics, plan your budget, and measure your results. With a blend of frameworks, microlearning videos, real-world examples, and hands-on templates, you’ll learn how to create simple, powerful marketing plans that drive success—no matter your role or organisation size.
Learning Objectives
By the end of this course, you will be able to:
- Define what a marketing plan is and explain its importance in guiding campaigns and strategy.
- Set SMART objectives that turn broad ambitions into measurable, actionable goals.
- Conduct structured research and analysis using tools like SWOT, PEST, and internal vs. external factor mapping.
- Use research to guide strategy, ensuring your plan is data-driven and customer-focused.
- Select marketing tactics aligned to objectives, resources, and audience needs, balancing digital and traditional channels.
- Develop and manage a realistic marketing budget, allocating resources for maximum impact.
- Measure and refine your marketing efforts using KPIs and dashboards for ongoing improvement.
- Compile all elements into a clear, actionable marketing plan ready for real-world execution.
Is This Course For You?
This course is ideal for:
- Marketers and managers needing to develop practical, effective campaign and annual plans.
- Entrepreneurs and business owners who want to structure their marketing for consistent growth.
- Students and graduates looking to build essential planning and project management skills.
- Professionals in related fields (communications, sales, SMEs) eager to execute more strategic marketing.
- Anyone progressing from earlier courses ready to go from theory and tactics to strategic planning and measurable action.
How This Course Links with Previous Modules
After learning marketing fundamentals, customer insights, brand-building, crafting offers, and messaging, Marketing Planning Made Simple is your capstone course. Here, you’ll integrate everything—from audience and product, to brand and message, to tactical execution—using industry-standard planning tools and checklists. You’ll leave ready to lead and implement plans that make a real difference.
Course Structure
The course is divided into three focused modules, each split into short, actionable lessons.
| Module | Focus Area | Key Activities |
|---|---|---|
| Module 1 | Getting Started with Planning | What is a plan?, SMART objectives, planning frameworks, creative challenges |
| Module 2 | Research and Analysis | SWOT/PEST, internal vs. external factors, market research, strategy mapping |
| Module 3 | From Plan to Action | Tactics, budgeting, KPIs, plan creation, measurement tools, campaign dashboards |
Each lesson integrates:
- Microlearning video: Concise and practical introductions to each topic.
- Long-form article: Step-by-step guides with examples and reflection prompts.
- Practical worksheets: Templates and exercises for your own plan development.
- Downloadable resource toolkits: Checklists, sample plans, and KPI dashboards.
- Assessments: Quizzes and creative extension tasks for hands-on mastery.
Approach and Outcomes
You’ll build your own marketing plan from scratch—step by step—using proven frameworks, expert guidance, and peer feedback. By course end, you’ll have a robust, ready-to-implement plan that demonstrates your ability to deliver impact and drive business results with confidence.
Ready to turn your marketing knowledge into action and results? Marketing Planning Made Simple makes it possible!