Developing A Strategic Marketing Plan

Marketing Institute of Singapore (MIS)

Course introduction

Strategic marketing plan is an essential business tool to drive the marketing efforts to achieve specific marketing objectives in any market situation. This course will equip participants with the essential marketing knowledge, concepts and elements for developing a practical, results-oriented marketing plan. Participants will learn how to investigate and analyse their areas of business and the current market situation, focus on the unique selling proposition of their product and/or service, target on the needs of the target market, and select the right choice of marketing growth and marketing mix strategies. The knowledge acquired by participants will enable them to formulate the right marketing strategies, develop a marketing mix specific to that market and its particular needs to attain the company's marketing objectives and implement the marketing plan successfully. The course includes mini-lectures, marketing plan puzzle, mini-activities for building each element of marketing plan, simulation case studies for group discussion. It incorporates a practical approach that takes the participants step-by-step through the marketing planning process, from constructing the marketing elements to the drafting of a marketing plan. Participants are also encouraged to learn by working on a real-case marketing plan based on a workplace scenario.

Target Audience

Any professionals or entrepreneurs who want to successfully market their businesses, products, or services. This course will improve your marketing planning skills and prepare you to effectively develop your marketing plan.

Course Outline

Learning Outcome:

  • Increase understanding of the marketing jargon and fundamentals
  • Build the elements of the marketing plan
  • Generate marketing goals, U.S.P. (Unique Selling Proposition), and positioning statements
  • Apply environmental scanning tools for analysing market and business situation
  • Formulate strategies for achieving business objectives
  • Apply marketing development steps for drafting a result-oriented marketing plan
Course Outline:
  • Understanding Marketing fundamentals
  • Reviewing business and analysing market
  • Choosing the right market research methodology
  • Identifying target markets and their needs
  • Setting marketing objectives and results
  • Formulating marketing strategies
  • Creating appropriate marketing mix strategies
  • Developing Integrated Marketing Communication (IMC) strategies
  • Setting the marketing budget
  • Implementing, evaluating, review and controlling of the result

Available Course Sessions

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Trainer Profile

Cecilia Sim

Cecilia Sim is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. She includes gap analysis training methodology and walks the participants through self-discovery process to review past and existing workplace experiences, highlight necessary changes and revitalise next action steps for personal development and better results.

Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements. She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant, Assistant Director, and General Managers in various industries ranging from information technology, education, membership and management consulting. Her past corporate sales and marketing experiences include sales support for information systems, promotion of high profile memberships for MNC, SMEs and startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her team and organisation in her previous positions.

Her key competencies include corporate training, course development, and management consultancy services in the areas of sales and marketing, communication, customer services, supervisory management and mentoring.

Among many others, Cecilia's corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd, ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd, American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte) Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC Group Limited, Singapore Food Industries Ltd, People's Association, WDA, Ministry of Education, Ministry of Defense, Singapore Police Force, People's Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam, India, Pakistan, Australia, China and Hong Kong.

She holds a Master of Business Administration from University of Adelaide, Australia, Bachelor of Business Administration (Honor, major in Management Information System) from Northeastern University, Boston, USA. She also holds an Advanced Certificate in Training and Assessment (ACTA), WSQ. She is also a certified trainer for Service Professional (CSP) and GEMS.