The Marketing Plan in Five Slides
This path is structured in five modules, each consisting of only one course. This way, we keep the focus and efficiency high so that you only go through what you need. Any gaps or anything else you come across that might be interesting you can always go back to later. Now let's focus on these five slides and get them ready for presentation.
In this path you get:
I denna path får du:
- A clear and easy-to-understand structure for a short marketing plan that focuses on the most important slides.
- Understanding how to build a marketing plan and why the five areas we focus on in this course are the most important to include
- Learn how to create some of the most important slides and presentations that explain how marketing contributes and drives growth.
- You will be perceived as more results-oriented and structured after the course.
- The ability to go on to develop a more detailed marketing plan after the course.
This path is for:
Denna path passar:
For those who are developing a marketing plan for a company or for a specific business area. Particularly suitable if you have to give a presentation to management or other stakeholders and explain in a concise way how results are achieved and ensured.
- Marketing managers/executives
- Communication managers/responsible
- Business development managers/business developers
- Product managers/owners
- CEOs
- Entrepreneurs
- Business management
Path Overview
Slide 1 Results Analysis
In order to set long-term strategies, as well as to optimize the short-term, we need to understand where growth and profitability come from. In this module, we go through the course of organizing your marketing metrics and linking them to business goals.
Here you will be put to the test by having to simplify, while supplementing with information from different parts of the company. The goal is a slide that links investments to marketing metrics, sales metrics and company performance.
Structuring Marketing Metrics
Learn to select, prioritize and present the right KPIs to increase internal understanding of marketing.
Slide 2 Market Strategy
To set growth targets, we need to know what markets and segments we have and what targets we can set for them. Therefore, the second slide is a market strategy that clarifies who the customers are, what their drivers are and how we can reach them.
Here you are put to the test by having to organize your markets and segments if they have not already been done. You also need to estimate existing sales and possible targets.
How to Write a Market Strategy
Get a complete guide on how to create a market strategy that focuses on growth.
Slide 3 Growth Plan
Marketing plans are usually about breaking down growth in a way that makes it clear to understand how growth will be achieved so that a reasonable evaluation can be made of whether it will actually happen. Thus, a sensible growth plan is an important part of breaking down and explaining what will actually lead to the goals set.
Here you are challenged to find the type of growth plan that is reasonable for your particular plan and challenge. Growth plans can be structured in different ways so find the one that suits you and then make reasonable assumptions and judgments to complete it.
Writing a Growth Plan
Learn how to write a growth plan. You get several different templates and exercises.
Slide 4 Marketing Strategy
A marketing strategy tells you what resources are needed and what should be prioritized in order to succeed with your growth plan. Therefore, it is crucial that you create a clear explanation and justification of what needs to be done and what resources are required in terms of budget and effort.
You also set the timeframe and responsibilities. You are challenged by the fact that you have to make a lot of choices and be able to justify and account for them. It is these that you are then evaluated against, so choose them carefully.
Writing a Marketing Strategy
Learn how to develop a marketing strategy that creates focus and growth.
Slide 5 Tactical Plans
It is not a marketing plan if it does not contain an activity plan with a clear explanation of what is to be done, when it is to be done, what resources are required, who will do it and how it will be evaluated. These are all things that should be in a tactical plan.
Here you are challenged by the fact that you need to choose how to structure the tactical plan and that you also need to develop the actual activities to be carried out. Here it is more like working with operational activities, so input here is good from those who will actually run the actual marketing work.
How to Structure Tactical Plans
Learn both simple and more advanced tactical plans to plan and evaluate different activities.
How to use paths
Module 1:
Slide 1 Results Analysis
Structuring Marketing Metrics
Marketing is often a bit fuzzy, and sometimes difficult to understand exactly how it contributes to growth. This is because marketing metrics often need to be clearly linked to growth or other company goals. This course explains how to explain and illustrate using the right metrics.
The course teaches you how to structure different types of marketing metrics and make logical connections from investment to impact. The course shows you how to link marketing with sales and, management objectives. After working through the exercises in the course, you will receive practical slides that you can use in your presentation internally and externally to show how marketing contributes to the company's success.
In order to set long-term strategies, as well as to optimize the short-term, we need to understand where growth and profitability come from. In this module, we go through the course of organizing your marketing metrics and linking them to business goals.
Here you will be put to the test by having to simplify, while supplementing with information from different parts of the company. The goal is a slide that links investments to marketing metrics, sales metrics and company performance.
In order to set long-term strategies, as well as to optimize the short-term, we need to understand where growth and profitability come from. In this module, we go through the course of organizing your marketing metrics and linking them to business goals.
Here you will be put to the test by having to simplify, while supplementing with information from different parts of the company. The goal is a slide that links investments to marketing metrics, sales metrics and company performance.
Module 2:
Slide 2 Market Strategy
How to Write a Market Strategy
Here you will learn how to create a step-by-step market strategy that focuses on growth. You do exercises based on a clear template to build your strategy piece by piece. By connecting segmentation with market strategy, you get a clear chain that connects market and customer segments with objectives, market position, and value propositions. Here you create clarity that will benefit your work throughout the company and with external stakeholders.
You will learn the steps required to finalize or update a marketing strategy. You will learn to work with exercises and templates so that you have the skills to implement them on your own. The course requires some reflection and personal work if you want to write your own marketing strategy. Otherwise, it also serves as excellent inspiration.
To set growth targets, we need to know what markets and segments we have and what targets we can set for them. Therefore, the second slide is a market strategy that clarifies who the customers are, what their drivers are and how we can reach them.
Here you are put to the test by having to organize your markets and segments if they have not already been done. You also need to estimate existing sales and possible growth targets.
To set growth targets, we need to know what markets and segments we have and what targets we can set for them. Therefore, the second slide is a market strategy that clarifies who the customers are, what their drivers are and how we can reach them.
Here you are put to the test by having to organize your markets and segments if they have not already been done. You also need to estimate existing sales and possible growth targets.
Module 3:
Slide 3 Growth Plan
Writing a Growth Plan
Companies usually have growth targets, so it is important to understand how to create and present a growth plan. In this course, you will get a variety of templates and exercises based on different ways to structure your growth. By learning how to break down your growth into markets, segments, KPIs, channels, or activities, you get a broad understanding of different approaches and can thus combine them in the best way.
You will learn several different ways to structure a growth plan. This means that in the future, you can break down your growth in an easily understandable way for both you and your colleagues. This also means that you can more easily evaluate whether your goals are reasonable and how you can adapt plans.
Marketing plans are usually about breaking down growth in a way that makes it clear to understand how growth will be achieved so that a reasonable evaluation can be made of whether it will happen or not. Thus, a sensible growth plan is an important part of breaking down and explaining what will lead to the goals set.
Here you are challenged to find the type of growth plan that is reasonable for your plan and challenges. Growth plans can be structured in different ways so find the one that suits you and then make reasonable assumptions and judgments to complete it.
Marketing plans are usually about breaking down growth in a way that makes it clear to understand how growth will be achieved so that a reasonable evaluation can be made of whether it will happen or not. Thus, a sensible growth plan is an important part of breaking down and explaining what will lead to the goals set.
Here you are challenged to find the type of growth plan that is reasonable for your plan and challenges. Growth plans can be structured in different ways so find the one that suits you and then make reasonable assumptions and judgments to complete it.
Outro
Module 4:
Slide 4 Marketing Strategy
Writing a Marketing Strategy
The course takes you step-by-step through how to set up a marketing strategy. It goes through how to bring together the different strategic initiatives from your business, marketing, brand, and marketing communication strategy so that you create a clear picture of the different strategic initiatives and directions you are considering. It then goes through how to reason about goals, budgets, KPIs, responsibilities, and deadlines so that the marketing strategy gives you and management a clear picture of the expectations and plans going forward and the resources needed to realize them.
You will learn how to put together a marketing strategy that evaluates your various strategic initiatives and allocates objectives, KPIs, budgets, and responsibilities. You will learn how to create a strategic structure so that you can reason about and present your marketing strategy.
A marketing strategy tells you what resources are needed and what should be prioritized in order to succeed with your growth plan. Therefore, it is crucial that you create a clear explanation and justification of what needs to be done and what resources are required in terms of budget and effort.
You also set the timeframe and responsibilities. You are challenged by the fact that you have to make a lot of choices and be able to justify and account for them. It is these that you are then evaluated against, so choose them carefully.
A marketing strategy tells you what resources are needed and what should be prioritized in order to succeed with your growth plan. Therefore, it is crucial that you create a clear explanation and justification of what needs to be done and what resources are required in terms of budget and effort.
You also set the timeframe and responsibilities. You are challenged by the fact that you have to make a lot of choices and be able to justify and account for them. It is these that you are then evaluated against, so choose them carefully.
Outro
Module 5:
Slide 5 Tactical Plans
How to Structure Tactical Plans
Getting the most out of any marketing activity involves planning, evaluation, and optimization. The challenge is that different marketing activities and tactical areas require different types of plans. As such, we will walk you through a range of tactical plans so you can find the best one for you.
You will learn how to plan and evaluate your different tactical activities. In the long run, this will lead to greater clarity, focus, and efficiency.
It is not a marketing plan if it does not contain an activity plan with a clear explanation of what is to be done, when it is to be done, what resources are required, who will do it and how it will be evaluated. These are all things that should be in a tactical plan.
Here you are challenged by the fact that you need to choose how to structure the tactical plan and that you also need to develop the actual activities to be carried out. Here it is more like working with operational activities, so input here is good from those who will ctually do the actual marketing work.
It is not a marketing plan if it does not contain an activity plan with a clear explanation of what is to be done, when it is to be done, what resources are required, who will do it and how it will be evaluated. These are all things that should be in a tactical plan.
Here you are challenged by the fact that you need to choose how to structure the tactical plan and that you also need to develop the actual activities to be carried out. Here it is more like working with operational activities, so input here is good from those who will ctually do the actual marketing work.
Outro
Module 6:
Outro
Examination
Tillvägagångssätt
Examinationen består av två olika delar som examineras samtidigt eller var för sig.
Flervalsfrågor
För det första kommer du att få en uppsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänd. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.
Inlämningsuppgift
Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.
- Analys av beslutsfattande
För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.
För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle behöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
- Analys av marknadskommunikation
För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller liknande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.
För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.
Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.
Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.
Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com
Examination
Approach
The examination consists of two different parts that are examined simultaneously or separately.
Multiple choice questions
Firstly, you will receive a set of 20 multiple choice questions based on the content of the four modules. The questions have one correct answer from four different options. Here you need to get 15 right to pass. If you don't get it right the first time, you can take the test again a week later.
Hand-in assignment
You will also have to complete an assignment consisting of two parts with two assignments in each part.
- Analysis of decision-making
Firstly, you will choose a company to analyze based on the type of impact their communication would need to have on their target audience in order to achieve a set goal. You indicate which company, which goal they have and explain how they will achieve it by linking to the different concepts in module 1.
Secondly, we will give you a company and a specific goal to analyze based on the type of impact their communication would need to have in order to achieve the set goal. Here you should explain, based on the concepts presented in Module 1, what the communication would need to achieve.
- Analysis of marketing communication
Firstly, we want you to choose an example of marketing communication (an advertisement, an email or similar) and analyze the possible effect this communication should have on a defined target group.
Secondly, we will give you an example of marketing communication (an advertisement, an email, or similar) where we want you to analyze the possible effect and come up with three concrete suggestions for improvement.
We estimate that the entire assignment will take about 2 hours and each analysis about 0.5 A4 in writing, so a total of about 2 A4 text.
After submission, you will be notified if you are approved. If not approved, you will be required to complete the work. When both parts are completed, you will receive your diploma.
Register for the examination by emailing: cecilia@marketinglevel
