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Implementing Your Marketing Strategy

Completed 2009

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Where do we want to be and how will we know if we are on track?

Course aims

To enable participants to set marketing goals, prioritise according to overall business objectives and deploy a sound framework for managing, monitoring, and controlling marketing activities. It also helps learners to determine suitable methods for evaluating campaigns.

Who will benefit?

Middle management and senior marketers, sector, category or business managers, marketing & sales managers and those with responsibility for strategic business planning.

Why should you attend?

  • If you need help identifying goals and targets for your product/brand /category, this course will help you to achieve this.
  • If you want to learn how to structure a great Marketing Plan, develop coherent marketing activity programmes and identify the necessary controls and contingencies, this course provides the techniques.
  • If you would like to improve the performance of your marketing activities through careful evaluation methods, this course will show you different measures you can use.

Key content

Unit 1 – Determining and prioritising business and marketing objectives

  • Using Key Issues to help identify goals
  • Understanding the hierarchy of objective setting and how these translate into strategies
  • Determining key Marketing Objectives (derived from Business Objectives)
  • Writing realistic and usable (SMART) marketing objectives

Unit 2 – Setting realistic action plans, campaigns, budgets and evaluating the effectiveness of the marketing activity

  • Structuring a Marketing Plan
  • Sequencing activities according to objectives, budgets, other resources and constraints
  • Controls and contingencies