Sales and MarketingMarketing Strategy and Planning
Marketing plans commonly list activities and channels without ever stating which customers the organisation is trying to win, from whom, and on what basis, which is why the spending is impossible to evaluate. This course covers strategy before tactics. Delegates work through market definition and sizing, segmentation and the choice of which segments to serve and which to decline, and positioning against the alternatives a customer is actually considering. The offer, pricing and channel decisions that follow are covered. Budget allocation and the balance between demand capture and demand creation are addressed. Planning, sequencing and the marketing calendar follow. The course closes on measurement, on attribution and its limits, and on reviewing a plan that is not working.
Course objectives
- Define and size a market credibly
- Segment a market and choose which segments to serve
- Position against the alternatives customers actually consider
- Make offer, pricing and channel decisions that follow the strategy
- Allocate budget between demand capture and demand creation
- Build a plan and marketing calendar with sensible sequencing
- Measure results, understand attribution limits and revise a failing plan
Who should attend
- Marketing managers and coordinators
- Business owners responsible for their own marketing
- Product and commercial managers
- Sales leaders working alongside marketing
- Executives approving marketing budgets
Course outline
- 01Activities without a stated customer
- 02Market definition and sizing
- 03Segmentation and choosing whom to serve
- 04Positioning against real alternatives
- 05Offer, pricing and channel decisions
- 06Budget allocation and demand creation
- 07Planning, sequencing and the calendar
- 08Measurement, attribution limits and revision
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 21 to 23 October 2026 | Kigali, Rwanda | Classroom | USD 995 per delegate | Register Now |
| 11 to 13 November 2026 | Cape Town, South Africa | Classroom | R14,950 per delegate | Register Now |
| 7 to 9 December 2026 | Online | Online | R6,500 per delegate | Register Now |
| 23 to 25 December 2026 | Kampala, Uganda | Classroom | USD 995 per delegate | Register Now |
| 6 to 8 January 2027 | Johannesburg, South Africa | Classroom | R14,950 per delegate | Register Now |
| 17 to 19 March 2027 | Lagos, Nigeria | Classroom | USD 995 per delegate | Register Now |