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Quest Training

Marketing Plan Development & Execution Training Course

Turns business goals into a structured marketing plan, linking market analysis, customer insight, objectives and channel choice to measurable execution.

MKT · Marketing & Marketing StrategyAll Levels#2781ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Marketing & Marketing Strategy

Course Overview

The Marketing Plan Development & Execution Training Course equips professionals with the practical skills required to develop structured marketing plans, translate business objectives into actionable initiatives, and manage implementation to achieve measurable results. The course focuses on connecting market analysis, customer insights, marketing objectives, channel selection, budgeting, and performance measurement within a coordinated planning framework. Participants explore how to assess market conditions, identify target audiences, evaluate competitors, define marketing priorities, and establish clear objectives aligned with organizational goals. The programme addresses the development of marketing strategies, campaign planning, channel integration, resource allocation, and the preparation of implementation schedules with defined responsibilities and deliverables. The course also examines the operational challenges that affect marketing execution, including budget constraints, changing customer expectations, coordination between marketing and sales, campaign delays, and performance gaps. Participants learn how to establish monitoring mechanisms, evaluate campaign effectiveness, manage implementation risks, and adjust plans in response to market developments and actual results. Through practical exercises and business scenarios, participants develop an integrated marketing plan that includes objectives, target segments, strategic initiatives, communication channels, budgets, timelines, performance indicators, and review procedures. The emphasis is on creating realistic, measurable, and adaptable plans that support customer acquisition, market development, brand growth, and commercial performance.

Learning Objectives

  • Analyse market conditions, customer needs, and competitive activity to establish marketing priorities.
  • Translate organizational objectives into specific, measurable, and time-bound marketing goals.
  • Identify and prioritize target audiences using market segmentation and customer insights.
  • Develop marketing strategies aligned with business objectives, brand positioning, and available resources.
  • Design coordinated marketing campaigns across digital and traditional communication channels.
  • Prepare implementation schedules with clear responsibilities, milestones, and deliverables.
  • Develop marketing budgets and allocate resources according to priorities and expected outcomes.
  • Establish key performance indicators (KPIs) to monitor implementation progress and campaign effectiveness.
  • Apply project management principles to coordinate marketing activities and manage execution risks.
  • Evaluate marketing results and identify deviations from planned objectives and budgets.
  • Use performance data and customer feedback to optimize campaigns and improve marketing decisions.
  • Prepare a practical marketing plan with defined governance, reporting, and continuous improvement mechanisms.

Who Should Attend

This course is designed for professionals responsible for marketing planning, campaign execution, market development, and commercial performance. It is particularly suitable for organizations seeking to improve the consistency of their marketing activities, strengthen coordination between teams, and establish a clear connection between marketing investment and business results. Suitable participants include: Marketing managers and marketing department heads. Marketing planning and campaign management specialists. Brand and product marketing managers. Digital marketing managers and marketing communications professionals. Business development and commercial managers. Sales managers coordinating marketing and lead-generation activities. Market research and marketing analytics professionals. Customer experience and customer engagement specialists. Entrepreneurs and business owners responsible for marketing decisions. Professionals preparing to assume broader marketing planning and execution responsibilities.

Learning Outcomes

  • Conduct market and competitor assessments to identify marketing opportunities and challenges.
  • Define measurable marketing objectives aligned with organizational priorities.
  • Develop customer segments and target audience profiles to guide marketing decisions.
  • Select appropriate marketing strategies, channels, and campaign activities for defined objectives.
  • Prepare an integrated marketing plan covering strategy, execution, resources, and performance measurement.
  • Develop implementation schedules with milestones, responsibilities, dependencies, and deliverables.
  • Prepare marketing budgets and monitor spending against approved allocations.
  • Establish KPIs and reporting procedures for tracking marketing performance.
  • Coordinate marketing campaigns across internal teams and external service providers.
  • Identify implementation risks, address operational constraints, and manage changes to marketing activities.
  • Analyse campaign results and recommend corrective actions based on performance data.
  • Present a complete marketing plan supported by an implementation roadmap and continuous improvement process.

Course Outline

Day 1

Marketing Planning Foundations and Situation Analysis

  • The purpose of marketing planning and its contribution to organizational performance.
  • The relationship between corporate objectives, marketing strategy, and operational execution.
  • Reviewing organizational capabilities, products, services, and existing marketing performance.
  • Analysing external market conditions using PESTLE and relevant industry assessment tools.
  • Conducting SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
  • Evaluating competitors, market positioning, customer expectations, and industry developments.
  • Understanding customer needs, purchasing behaviour, decision-making processes, and buying criteria.
  • Using market research, customer feedback, sales data, and digital analytics to support planning.
  • Identifying market opportunities and prioritizing areas for growth.
  • Establishing the key assumptions, constraints, and planning requirements that influence marketing decisions.
  • Practical Exercise: Conduct a situation analysis for a selected organization, using market information, customer insights, competitor assessments, and SWOT analysis to identify the most important marketing priorities.
Day 2

Marketing Objectives, Target Markets, and Strategy Development

  • Translating business goals into specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives.
  • Defining marketing priorities for brand awareness, customer acquisition, revenue growth, market expansion, and customer retention.
  • Applying market segmentation techniques to identify relevant customer groups.
  • Evaluating target segments according to market size, growth potential, profitability, and strategic fit.
  • Developing customer profiles and buyer personas based on available evidence.
  • Defining value propositions and positioning strategies for priority audiences.
  • Selecting marketing approaches for market penetration, market development, and product or service promotion.
  • Establishing campaign themes, communication objectives, and key messages.
  • Selecting marketing channels according to audience behaviour, campaign objectives, and resource availability.
  • Integrating digital marketing, content, social media, email, events, public relations, and traditional channels where appropriate.
  • Aligning marketing activities with sales objectives and customer journey stages.
  • Practical Exercise: Develop a marketing strategy for a selected product or service, including SMART objectives, target audience profiles, positioning, value proposition, channel selection, and expected business outcomes.
Day 3

Marketing Plan Preparation, Budgeting, and Resource Allocation

  • Structuring a comprehensive marketing plan with clear strategic and operational components.
  • Translating marketing strategies into campaigns, projects, activities, and deliverables.
  • Preparing campaign briefs, activity schedules, communication plans, and implementation requirements.
  • Developing marketing calendars and coordinating campaigns across multiple channels.
  • Defining team responsibilities, approval procedures, and coordination requirements.
  • Estimating campaign costs and preparing budgets aligned with marketing priorities.
  • Allocating resources across advertising, content development, digital platforms, events, research, and other activities.
  • Evaluating alternative budget scenarios and prioritizing initiatives according to expected value.
  • Understanding cost per lead, customer acquisition cost, conversion rates, and return on marketing investment.
  • Identifying dependencies, resource constraints, and risks that could affect delivery.
  • Establishing contingency provisions and budget control procedures.
  • Reviewing the consistency of objectives, strategies, activities, budgets, and expected outcomes.
  • Practical Exercise: Prepare a marketing implementation calendar and budget for a defined campaign, specifying activities, responsible teams, estimated costs, milestones, dependencies, and expected results.
Day 4

Marketing Plan Execution, Campaign Management, and Performance Monitoring

  • Translating approved marketing plans into coordinated operational activities.
  • Organizing campaign implementation and establishing clear ownership of deliverables.
  • Coordinating internal marketing teams, sales departments, agencies, suppliers, and other stakeholders.
  • Managing campaign timelines, approval workflows, content delivery, and communication consistency.
  • Applying project management techniques to track progress and resolve execution issues.
  • Establishing marketing dashboards and reporting routines for implementation monitoring.
  • Defining key performance indicators (KPIs) for awareness, engagement, lead generation, conversion, and retention.
  • Monitoring campaign spending, activity completion, and progress against planned targets.
  • Identifying performance deviations and investigating their underlying causes.
  • Managing unexpected changes in market conditions, customer behaviour, and campaign requirements.
  • Applying corrective actions and reallocating resources when performance falls below expectations.
  • Communicating campaign status, risks, and results to management and relevant stakeholders.
  • Practical Exercise: Review a simulated marketing campaign dashboard, identify delivery delays and performance gaps, and prepare a corrective action plan covering responsibilities, resource adjustments, revised milestones, and reporting requirements.
Day 5

Marketing Evaluation, Optimization, and Continuous Improvement

  • Evaluating marketing performance against approved objectives, budgets, and timelines.
  • Measuring campaign effectiveness using relevant financial, operational, and customer-related indicators.
  • Analysing lead quality, conversion rates, customer acquisition costs, and campaign contribution to revenue.
  • Evaluating channel performance and identifying opportunities to improve resource allocation.
  • Using customer feedback, sales results, and campaign analytics to refine marketing strategies.
  • Applying campaign testing and experimentation to improve messages, content, and channel effectiveness.
  • Conducting post-campaign reviews and documenting lessons learned.
  • Identifying recurring execution problems and improving marketing processes.
  • Developing reporting formats that communicate results and recommendations to senior management.
  • Establishing governance procedures for plan reviews, budget adjustments, and strategic changes.
  • Creating a continuous improvement cycle based on planning, implementation, measurement, and optimization.
  • Preparing an implementation roadmap for future marketing activities and business priorities.
  • Practical Exercise: Develop a complete marketing plan for a selected organization, incorporating situation analysis, SMART objectives, target markets, strategic initiatives, campaign activities, budgets, timelines, KPIs, risk controls, and a structured performance review process.

Upcoming Dates

Selected date

Dubai · 22 – 26 Aug 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
MilanScheduled
2 – 6 Nov 2026€6,000—
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MuscatScheduled
9 – 13 Nov 2026€5,300—
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OnlineScheduled
15 – 19 Nov 2026€1,700—
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ParisScheduled
16 – 20 Nov 2026€5,700—
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RiyadhScheduled
23 – 27 Nov 2026€4,200—
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RomeScheduled
30 Nov – 4 Dec 2026€5,800€5,220until 9 Nov
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ViennaScheduled
7 – 11 Dec 2026€5,700€5,130until 16 Nov
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AbujaScheduled
14 – 18 Dec 2026€5,100€4,590until 23 Nov
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AccraScheduled
21 – 25 Dec 2026€5,100€4,590until 30 Nov
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AmmanScheduled
27 – 31 Dec 2026€3,100€2,790until 7 Dec
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AmsterdamScheduled
28 Dec 2026 – 1 Jan 2027€5,400€4,860until 7 Dec
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BakuScheduled
4 – 8 Jan 2027€4,800€4,320until 14 Dec
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BarcelonaScheduled
11 – 15 Jan 2027€5,400€4,860until 21 Dec
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CairoScheduled
18 – 22 Jan 2027€3,300€2,970until 28 Dec
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Cape TownScheduled
25 – 29 Jan 2027€5,100€4,590until 4 Jan
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CasablancaScheduled
1 – 5 Feb 2027€4,300€3,870until 11 Jan
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DammamScheduled
8 – 12 Feb 2027€4,200€3,780until 18 Jan
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DohaScheduled
15 – 19 Feb 2027€4,400€3,960until 25 Jan
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DubaiScheduled
21 – 25 Feb 2027€4,400€3,960until 1 Feb
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GenevaScheduled
22 – 26 Feb 2027€6,300€5,670until 1 Feb
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IstanbulScheduled
1 – 5 Mar 2027€4,700€4,230until 8 Feb
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JeddahScheduled
7 – 11 Mar 2027€4,200€3,780until 15 Feb
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KigaliScheduled
15 – 19 Mar 2027€5,100€4,590until 22 Feb
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Kuala LumpurScheduled
22 – 26 Mar 2027€4,400€3,960until 1 Mar
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LisbonScheduled
29 Mar – 2 Apr 2027€5,400€4,860until 8 Mar
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LondonScheduled
29 Mar – 2 Apr 2027€5,600€5,040until 8 Mar
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MadinahScheduled
5 – 9 Apr 2027€4,200€3,780until 15 Mar
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MadridScheduled
12 – 16 Apr 2027€5,400€4,860until 22 Mar
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MakkahScheduled
19 – 23 Apr 2027€4,200€3,780until 29 Mar
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ManamaScheduled
26 – 30 Apr 2027€4,700€4,230until 5 Apr
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DubaiScheduled
22 – 26 Aug 2027€4,400€3,960until 2 Aug
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