Strategic Marketing Planning

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Introduction to Strategic Marketing Planning

An organisation that develops and performs its production and marketing activities with the aim of satisfying the needs of its customers is market oriented. A market oriented organisation is clear that the “strategy” behind marketing is about managing relationships in an integrated and holistic manner.

This advanced level marketing Bootcamp is for practitioners and managers who want to get more involved with marketing planning and strategy. It will enable you to contribute more to the strategic planning process and develop better marketing plans.

On successful completion of the course participants will be able to:

  • Structure and write strategic and operational marketing plans.
  • Assess your organisation’s use of Strategic Marketing Planning and make constructive recommendations to maximise ‘business’ benefits from a customer orientated perspective.
  • Appreciate the customer-focused planning process and be able to map your organisation’s decision-making against it.
  • Use the key tools and techniques that ensure planning is externally focused.
  • Manage segmentation analysis and decision making.
  • Recognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these in a variety of scenarios.
  • Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms.

Course Content


  • Marketing’s role in organisations today.
  • The challenge of establishing a market orientation.
  • Structure of a customer-focused business plan.
  • The tools of internal and external analysis.
  • Using the SOSTAC framework for planning.
  • Aligning strategic, operational and tactical level plans.
  • The challenges of segmentation in both B2B and B2C organisations.
  • How the marketing mix creates competitive advantage.
  • Metrics to improve future performance these points?
  • Are all of the functions in your company organised in a way that is supportive of delivering the value required?

Training Methods

The program is designed to enhance learning through group and individual cases and exercises.
There are a number of opportunities to practice techniques and evaluate skill levels. In addition the course leaders specialist knowledge and guidance are available in all sessions.
The program will be supported with a complete set of workbooks, handouts and reference material.


The course will have a maximum of 18 people who will be selected based on the type of business they are in and their job role to ensure a thorough mix of industries, ideas and experience.

Who should attend?

This advanced level marketing bootcamp is for practitioners and managers who want to get more involved with marketing planning and strategy. It will enable you to contribute more to the strategic planning process and develop better marketing plans.


Course Leader: Bill Levell

His hugely successful career includes appointments for marketing and sales in a wide variety of markets at senior Board and management level (UK and overseas.)

Clients regard him as a visionary thinker and a vital catalyst in the development of their strategic plans and practical implementation of sales and negotiation techniques.

Highly experienced in all aspects of Strategic Development, Management, and Advanced Negotiation. He has developed his own planning and analysis tools, which are now a standard part of the sales and marketing curriculum’s and utilised by blue chip companies’ world wide to automate the decision-making process and create effective plans.

Bill loves sharing his experiences and is a Senior member of the Chartered Institute of Marketing’s Faculty having been a course director for 15 years.

Career Experience

  • Managing Director – £150m Multi-product Manufacturing/Trading company
  • Marketing & Sales Director – Industrial/Speciality chemicals
  • Product Group Manager – Pharmaceutical/Toiletries & 4 brands
  • Regional Sales Manager – Pharmaceuticals/Toiletries
  • Product Marketing Manager – Pharmaceuticals/Toiletries
  • Sales Representative – Pharmaceuticals/Toiletries

Additional Information

Whilst the foregoing information is pertinent, his current experience in running and managing businesses for clients, training and advising their people is much more relevant.

His reputation is founded on a combination of very practical experience and visionary thinking outside of current business boundaries and spanning many markets and industries. He has experience in assisting with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking.

He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.