The Complete Strategic Marketing Plan - tools and strategies

Name: The Complete Strategic Marketing Plan - tools and strategies
Rating: 4.2 (223 reviews)

Includes New 2026 Master Executive Workbook Upgrade

Created byRoxana Dumitru

Last updated 5/2026

English

What you'll learn

Build the strategic marketing plan, starting from the objectives (financial, strategic & non- financial objectives)
Learn about marketing brand strategy, choices & decisions to be made
Learn, step by step, to create the Marketing Mix
Learn about pricing strategies and how to set up the price for your brand
Learn about brand strategy & how you can leverage your brand
Learn about channel management strategy and different distribution models
Learn how to promote your brand and create an integrated communication campaign
Set up the marketing budget
Learn how to measure the impact & results, etc.
Includes the new 2026 'Advanced Worksheets, AI Frameworks, and Omnichannel Strategy Blueprints' Master Executive Workbook to audit and scale your business live.

Course content

6 sections • 61 lectures • 7h 2m total length

Section 1 - 1. Introduction to the marketing plan3:43
A short introduction to the Marketing Plan course
Section 1 - 2. The marketing plan definition6:08
So what is a marketing plan? We're going to see different definitions here. None of them is correct, right or wrong. They're simply different, and, the idea is to review them all and try to see the elements that they have in common in order to get our own definition and our own understanding of what the marketing plan is.
Section 1 - 3. Setting High-ROI Objectives & Strategy5:38
Start to go deeper in the setting up the objectives process.
Section 1 - 4. The 4 main parts of a marketing plan5:19
The four main parts of the Marketing Plan:
1. Analysis (external & internal analysis);
2. Marketing strategy (objectives: financial, brand related objectives, customer objectives, strategic objectives);
3. Marketing mix (product strategy, pricing strategy, distribution channel strategy and communication strategy);
4. The expected results (the results that we're going to deliver at the end of the marketing plan)
Section 1 - 5. Critical elements of the external analysis4:21
Start to analyse the market, the competition, and the customers.
Section 1 - 6. Critical elements of the internal analysis3:55
We are going to analyse what are our elements of differentiation, what is unique about our product, as well as discuss elements related to product life cycle.
Assignment - External & Internal Analysis
Section 1 - 7. The SWOT Matrix7:03
The SWOT matrix is the summary of the analysis stage of the marketing plan.
Assignment - SWOT Matrix

Section 2 - 1. Strategic Playbooks: Mapping Your Go-To-Market2:27
The second part of the Marketing Plan will set up all types of objectives: from the financial objectives to the strategic ones.
Section 2 - 2. Marketing strategy definition10:23
Marketing strategy is the second part of the marketing plan, probably the most relevant part of the marketing plan, the one that is really strategic and the one that is going to define what is going to come afterwards.
Section 2 - 3. Financial and non-financial objectives4:14
We will go through more details regarding the financial objectives (sales, units and value, market share, profit/ net contribution, gross contribution/ net operated income) and non-financial objectives (brand objectives).
Section 2 - 4. The customer attraction vs. customer retention dilemma6:58
We will discuss in more details what does entail to have objectives related to customer attraction & customer retention.
Section 2 - 5. Identifying the best target segment, part 113:16
We are entering now in the big chapter of segmentation & targeting.
Section 2 - 6. Identifying the best target segment, part 211:02
We are entering now in the big chapter of segmentation & targeting.
Section 2 - 7. Identifying the best positioning, part 113:18
When you are going to arrive to the phase of choosing the best possible positioning, you will encounter many challenges.
Section 2 - 8. Identifying the best positioning, part 27:37
When you are going to arrive to the phase of choosing the best possible positioning, you will encounter many challenges.
Section 2 - 9. Identifying the best positioning, part 313:32
When you are going to arrive to the phase of choosing the best possible positioning, you will encounter many challenges.
Section 2 - 10. Identifying the best positioning, part 45:04
When you are going to arrive to the phase of choosing the best possible positioning, you will encounter many challenges.
Section 2 - 11. Identifying the best positioning, part 513:54
When you are going to arrive to the phase of choosing the best possible positioning, you will encounter many challenges.
Assignment - Marketing Strategy

Section 3 - 1. Introduction to marketing mix implementation1:05
Now we are getting to the implementation part of the Marketing Plan
Section 3 - 2. Marketing mix definition4:55
A more comprehensive definition of the Marketing mix
Section 3 - 3. Monetization Frameworks: Product tactics - product life cycle3:04
We are analyzing the product strategy phase of the Marketing Plan.
Section 3 - 4. Product strategy - product levels4:20
We are analyzing the product strategy phase of the Marketing Plan.
Section 3 - 5. Product strategy - branding strategy 18:19
We are analyzing the product strategy phase of the Marketing Plan.
Section 3 - 6. Product strategy - branding strategy 210:03
We are analyzing the product strategy phase of the Marketing Plan.
Section 3 - 7. Product strategy - BCG matrix5:13
Boston Consulting Group matrix - more details.
Section 3 - 8. Product strategy - McKinsey GE matrix7:33
McKinsey General Electric matrix - more details.
Section 3 - 9. Product strategy - Ansoff matrix4:35
Ansoff matrix - more details.
Assignment - Product Strategy
Section 3 - 10. Monetization Frameworks: Pricing strategy and tactics part 19:13
We are getting into more details of how you can set up your pricing strategies & what are the elements that influence your choices/ decisions
Section 3 - 11. Pricing strategy - part 27:59
We are getting into more details of how you can set up your pricing strategies & what are the elements that influence your choices/ decisions
Section 3 - 12. Pricing strategy - part 315:54
We are getting into more details of how you can set up your pricing strategies & what are the elements that influence your choices/ decisions
Pricing Strategy
Section 3 - 13. Distribution strategy - Distribution channel strategy9:15
In a broad sense, a distribution channel is the path through which goods and services go from the vendor to the consumer. We will get into much more details in this chapter.
Section 3 - 14. Distribution strategy - How to manage channels5:10
A short video about a sensitive subject in distribution strategy: how to manage different channels
Section 3 - 15. Distribution strategy - Trade Marketing3:38
More details about trade marketing
Section 3 - 16. Distribution strategy - Retailing5:31
More details about retailing, in general.
Section 3 - 17. Distribution strategy - Multi channel Retailing4:57
Multi channel retailing - what that entails
Section 3 - 18. Distribution strategy - Global growth opportunities5:24
Let's see what are the global opportunities for growth
Section 3 - 19. Distribution strategy - Online Retailers5:22
How about online retailers?
Distribution Channel Strategy
Section 3 - 20. IMC - Omni-Channel Playbook: Integrated Communications5:21
This is the closest subject to my heart and I am going to have it broken down in more chapters, as comprehensive as possible.
Section 3 - 21. IMC - Understanding the Marketing process5:03
Section 3 - 22. IMC - Decisions required for an effective communication campaign8:36
Section 3 - 23. IMC - Building customer based brand equity9:31
Section 3 - 24. IMC - Consumer Information Processing5:54
Section 3 - 25. IMC - Steps of effective communication7:23
Section 3 - 26. IMC - Communication objectives7:00
Section 3 - 27. IMC - Consumer Decision Making Process7:57
Section 3 - 28. IMC - How advertising works - AIDA & Hierarchy of effects models4:39
Section 3 - 29. IMC - Communication Tools6:10
Section 3 - 30. IMC - Marketing Communication Budget9:02
Section 3 - 31. IMC - Developing an Advertising Program9:19
Section 3 - 32. IMC - Media and its effectiveness5:42
Section 3 - 33. IMC - Sales Promotions, PR & Events14:15
Section 3 - 34. IMC - Direct & Interactive Marketing12:46
Section 3 - 35. IMC - Developing the sales force4:42
Integrated communication strategy

The Advanced Worksheets, AI Frameworks, & Strategy Blueprints Workbook11:06
The "Advanced Worksheets, AI Frameworks, and Omnichannel Strategy Blueprints (Master Executive Workbook)" is a plug-and-play digital toolkit designed to modernize brand operations using advanced GenAI workflows and omnichannel strategy. It provides step-by-step instructions for deploying custom AI prompts to extract deep consumer pain points and competitor weaknesses, upgrading the classic 4 Ps framework for frictionless in-app social commerce, and balancing influencer budgets using a Decentralized Creator Hierarchy Table. Complete with a Predictive SWOT Radar Audit to shield profit margins against digital disruption and a Master Capstone Exercise, this workbook serves as an action-oriented, premium implementation blueprint to scale corporate revenues.

Requirements

Passion for marketing

Description

At the end of my course, students will be able to create their Marketing Plan from scratch, write a complete Marketing Strategy and confidently starting (or continue) to adapt the knowledge & implement the entire strategy marketing process for their brand. This course has over 6 hours of training, quizzes, and practical steps you can follow.

NEW 2026 EXPANSION PACK INCLUDED: Scroll to the end of the course to see the complete 7-Page Advanced Worksheets, AI Frameworks, and Omnichannel Strategy Blueprints Workbook. This means you get the full video training PLUS a plug-and-play toolkit featuring custom AI prompts, a Predictive SWOT Radar audit, and the "2 AM Wake-Up Call" matrix to use live on your business!

Learn step by step how to market a business from scratch across all the major marketing channels. Follow the steps on screen to get results at work, for own business or for your marketing clients.

This is going to be helpful for marketing students and for anyone that really wants to build a coherent and strategic Marketing Plan for their brand, without any prior marketing background and knowledge.

We are going to deep dive in all phases of creating a marketing plan: analysis, strategy (setting up your objectives – financial, non-financial, customer, strategic – deciding upon targeting & positioning for your brand, etc.). In the following phase, we will deep dive into creating the Marketing Mix with all pillars: product, price, distribution & integrated marketing communication.

In the final lessons, you will learn how to assess the results you have obtained with your Marketing Plan.

It is going to be a fun ride, with theory, examples & bonus materials.

Who this course is for:

Young professionals with marketing career ambition goals
All students interested in marketing and communication

The Complete Strategic Marketing Plan - tools and strategies

What you'll learn

Explore related topics

Course content

Introduction to the Marketing Plan7 lectures • 36min

Marketing Strategy11 lectures • 1hr 42min

Marketing Mix35 lectures • 4hr 5min

Expected results6 lectures • 25min

Final considerations1 lecture • 4min

NEW 2026 BONUS UPDATE: Executive Implementation Toolkit1 lecture • 11min

Requirements

Description

Who this course is for: