Every recommendation in a marketing plan is only as credible as the research it rests on. In this module, you'll build a structured research plan, distinguish between secondary and primary data sources, select collection methods suited to your specific questions, and implement the tracking systems that keep your findings organized and accessible when it's time to act.

Your research data is only valuable when it tells a coherent strategic story. In this module, you'll organize research findings into patterns and evidence chains, apply the Growth Share Matrix to prioritise your business units and efforts, and conduct a SWOT analysis that connects your organisation's internal profile to the external conditions that most directly affect your goals.

Your customers have options, and their perception of your value determines which they choose. In this module, you'll identify the product attributes and differentiators that set your offerings apart from competitors, build a pricing framework anchored to your cost structure and market position, and select the pricing strategies best suited to your organization's goals and customer context.

Reaching your customers requires more than a great product at the right price. In this module, you'll develop a promotions strategy that coordinates your messaging across channels, select the distribution approach that fits your organization's resources and customer expectations, and build the brand identity that makes every customer touchpoint recognizable and consistent.

A strategy without an execution plan is a document that stays on the shelf. In this module, you'll organize your marketing strategies into a structured implementation plan with clear tasks, timelines, and responsibilities, then translate that plan into a marketing budget that allocates resources against each activity and keeps your plan financially accountable.

A plan only creates value when it shapes real decisions. In this module, you'll consolidate the marketing planning capabilities you've built, connect the key frameworks into a single view of your complete strategy, and commit to the first concrete steps for putting your plan into action.