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How to Write a Proper Strategic Marketing Plan

A masterclass from the world's foremost expert

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In order to write a proper strategic marketing plan, you first need to have a good market strategy to be captured in the plan.

Prepared and presented by Professor Malcolm McDonald, author of over 50 books including the best seller Marketing Plans: How to Prepare Them, How to Profit From Them, this course covers the key points of how to develop a great strategy and link it to a great strategic marketing plan.

It contains 10 modules which break down the work into manageable pieces and which will give you a full understanding of how to do it and profit from it. Each module contains essential principles, tools, templates and actions that will help you apply the ideas and achieve your goals.

  • Module 1: Introduction
  • Module 2: Focus resources on the best opportunities
  • Module 3: The role of marketing strategy in creating shareholder value added
  • Module 4: Where to begin
  • Module 5: How to prepare a winning strategy
  • Module 6: How to segment your decision-makers
  • Module 7: How to understand the needs of your decision-makers
  • Module 8: Setting marketing objectives and strategies
  • Module 9: Linking strategy to shareholder value-added
  • Module 10: Summary


Your Instructor


Professor Malcolm McDonald
Professor Malcolm McDonald
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Market2Win Ltd and Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.


Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

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