Marketing Planning & Market Analysis
A practical professional programme focused on marketing planning & market analysis, designed to strengthen commercial capability, customer value and market performance.
- Type
- Specialist
- Level
- Advanced
- Duration
- 5 days
- Delivery
- In person, Live online, In-house
- Languages
- English, Arabic
Marketing Planning & Market Analysis develops the ability to convert reliable market insight into structured, evidence-based marketing plans.
The programme covers market definition, customer analysis, competitor assessment, environmental scanning, research interpretation, objective setting, strategic choices, action planning and performance measures.
Participants learn how to diagnose a market situation and translate findings into practical marketing priorities, initiatives and controls.
Objectives
Develop structured approaches to market analysis.
Interpret customer, competitor and environmental information.
Set evidence-based marketing objectives.
Translate analysis into practical marketing strategies and actions.
Establish measures for monitoring marketing-plan performance.
Learning outcomes
Define and analyse a relevant market.
Assess customer, competitor and environmental factors.
Synthesize market evidence into clear strategic implications.
Develop a structured marketing plan.
Define appropriate marketing actions, responsibilities and measures.
Who it is for
Marketing professionals.
Marketing planners and analysts.
Product and service managers.
Business-development professionals.
Managers responsible for market planning and growth initiatives.
Programme modules
1. Marketing Planning Framework
Purpose of marketing planning
Planning process
Planning horizons
Evidence-based planning
2. Market and Environmental Analysis
Market definition
Market size and trends
Environmental scanning
Opportunities and threats
3. Customer and Competitor Analysis
Customer needs
Buying behaviour
Competitor profiles
Competitive comparison
4. Marketing Objectives and Strategy
Situation diagnosis
Marketing objectives
Segmentation and targeting
Positioning and strategic choices
5. Marketing Action Planning
Marketing initiatives
Marketing mix
Resources and responsibilities
Timelines
6. Measurement and Review
Marketing metrics
Performance targets
Monitoring
Plan review and adjustment
Methodology
The programme combines market-analysis frameworks, research interpretation, planning templates and practical cases. Participants progressively build a marketing plan from market diagnosis through implementation and measurement.
Assessment
Assessment includes market-analysis exercises and a final applied assignment requiring participants to prepare a structured marketing plan supported by relevant market evidence.
Certificate
Certificate of Completion
For your organisation
This programme can be delivered for a single organisation, team or institution, and adapted to your context, participants and objectives.
Organisational delivery is scoped and priced individually, and is not booked from this page.
Upcoming sessions
No dates are scheduled at present.
Institutional needs addressed
Related expertise
Related capabilities
Training & Professional Development
Structured professional learning that develops practical, role-relevant knowledge and capability.