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Pre-order rate: USD49

Standard rate: USD129

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Certified Academy

Develop a marketing plan that your CFO cannot say no to

The art of finance lingo and efficient reporting



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Starting on 24 August 2020
Online
USD 49
YES

About the course:

A marketing plan is a report that outlines your marketing strategy for the coming year, quarter or month. 

Typically, a marketing plan will include these elements: 

  • An overview of your business’s marketing and advertising objectives 
  • A description of your business’s current marketing position 
  • A timeline of when tasks within your strategy will be completed 
  • Key performance indicators (KPIs) you will be tracking 
  • A description of your business’s target market and customer needs 

However, in order to get the marketing plan approved, the budget comes into question. Spending on marketing dollars can be very volatile but to secure the buy-in from the financial departments and management, you’d have to provide them indisputable ROI.  

This online course will cover the different sections of the marketing plan and how you can elevate each of them one step further in order to convince your stakeholders to approve your project.  

Who should attend? 

  • Marketing professionals 
  • Business owners 
  • Entrepreneurs 

Key learning outcomes:

  • Aligning marketing objectives with financial objectives 
  • Learning to secure upper management buy-in 
  • Creating a sustainable framework for your marketing plan 
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Course content

  • 8+ hours of on-demand training and instruction videos 
  • Earn a certificate upon completion 
  • Flexible and mobile learning mode 
  • 100% online course 


Course Syllabus

Module  1

Marketing objectives vs Financial objectives

The biggest reason for the lack of buy-in to any marketing plan is always budget. By refining your marketing objective in order to be able to align it to the bigger company objective as well as the financial objectives for the year, you will be able to create the need for marketing. This module will highlight to you how you can make that happen. 

  • Setting a marketing objective 
  • Aligning it with the business objective 
  • Scenario based exercises on how you can troubleshoot the misalignment of marketing objective to financial objective
Module  2

Proving ROI

Numbers speak for itself. Harness your wealth of data and analytics to develop a compelling research report that can provide a more comprehensive understanding to the hows and whys of your marketing strategy. This module will teach you how you can prove optimum return on investment. 

  • Converting data into actionable insights 
  • Reporting your research effectively 
  • Worksheet on the different aspects of analytics that should be core in your research report
Module  3

Identifying the core elements

This module focuses on the importance of prioritising the important elements of your marketing strategy. Calling back towards your marketing objectives, you have to discern which elements are core to the overall plan and which are good additions. This allows for you to plan for multiple possibilities throughout the financial year should unexpected crisis strike. 

  • Deciding between core elements and secondary elements 
  • Positioning your major campaigns on a timeline to maximise ROI 
  • Creating a crisis management plan to be able to scale marketing strategy 
  • Worksheet for comparing “need to have” elements and “good to have” elements. 
Module  4

Managing expectations and defining success

Arguably the most important aspect of any marketing plan is to properly manage stakeholders’ expectations while creating confidence in your plan’s success. This module focuses on how you can forecast KPIs and track the success of your marketing plan and also communicate should you fall short of target.  

  • Learning how to effectively communicate forecast and expectation 
  • The do’s and don’ts when reporting progress 
  • Quiz on how to handle stakeholder criticism
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How does this online course work?

Real life best practices
We show real case studies, techniques and methods used by experienced specialist
Optimisation of learning
The course is based on the principle: Know-See-Do, according to which the completion of each individual modules enables the quick implementation of specific activities in practice
Practical application
Teaching materials and recordings with the lecturer's comments will show you how to implement basic mental health and wellbeing initiatives straight away
Learn on the go
Materials are available 24/7 on our dedicated platform. Access your course at any time and place convenient for you
Certification of course completion
The certificate issued confirms the knowledge acquired by the participant and documents the participant’s professional development, and is available in a digital format for print or download
Top expert
  • World-class knowledge
  • Quality study materials
  • Practical exercises
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    Frequently Asked Questions

     

    What background knowledge is necessary?

    None! This course is appropriate for anyone interested in learning more about developing their own marketing plan. 

    Are there any dates for in-person meetings?

    No, there are no in-person meetings at an indicated place for this course. The whole course is based on online learning through an interactive educational platform. By joining this course, you gain access to all materials, video lectures and online presentations.

    Will I receive a certificate after completing the course?

    Yes, at the end of the course, each participant will receive a certificate confirming the participation and completion of the course.