Best way to write a Marketing Plan that aligns everyone on the team

If you are running a brand and writing your own Marketing Plan, then you are in the right place. In this article, we will go through every step you need to write a marketing plan presentation that you can use with senior management. With this in mind, I will show you how to use our marketing plan template so you have the most amazing presentation. I have spent 25 years working on some of the best brands in the world. I’ll share every secret I know. To illustrate, you will see plenty of marketing plan examples (brand plan examples) for every type of business model. Marketing Plans is a core topic that we cover in our marketing training programs. 

To illustrate, click to zoom in on our Marketing Plan outline. 

To start your marketing plan, define your vision, purpose, and goals. Then, identify the key issues your brand is facing, and outline your brand strategy statements that address those issues. Finally, develop your marketing execution plans so you can organize and inspire the marketing communications, sales, retail, consumer experience, and product innovation. 

Marketing Planning process

Our marketing plan process starts with analytics. As a rule, you should conduct a business review once a year. Essentially, look at the market, consumer, channels, competitors, and the brand. First, summarize the analytics into what’s driving growth, and what’s holding it back. Subsequently, map out the risks and opportunities for the future. 

Furthermore, we introduce you to our Strategic ThinkBox that uses four questions to help you uncover the key issues facing your brand. First, what is your brand’s core strength? Second, how tight is the bond with consumers. Third, what is your competitive stance? Finally, what is the business situation the brand faces?

It should be noted that you should try to narrow in on the three most significant key issues. As a result, it will force you to use three main strategies as the foundation of your plan.

For example, click to zoom in on our Marketing Plan process. Otherwise, called a Brand Plan.

One-page marketing plan.

I first came up with this “marketing plan on a page” template when I led a team with 15 brands. Without a doubt, it helped me see the big picture quickly, rather than having to hunt through a big thick binder. As a result, the sales team valued the ability to see the entire plan on one page. Most salespeople had 15 brands to manage with each of their customers. Differing from the brand team, they can’t work with binders or big PowerPoint files. 

Unquestionably, everyone who works on the brand should receive the one-page marketing plan. As a rule, they should keep the plan nearby for reference in steering day-to-day decisions. For example, below is our one-page marketing plan template we use.

You will love our one-page brand plan

In this case, click to zoom in on our Marketing Plan example. Many times, called a Brand Plan. 

How the one-page marketing plans are organized.

The analysis section lays out the summary from the deep-dive business review. First, what is driving your brand’s growth? Second, what is inhibiting your brand’s growth? Third, which threats could hurt your brand? Finally, what opportunities are facing your brand?

The key issues and marketing strategy section focuses on the top three issues getting in the way of achieving your vision. Importantly, put the key issues in question format. In addition, the strategic solutions should be the answers that match up to each of those questions. Set goals to measure your brand’s performance against each marketing strategy.

The marketing execution section maps out the specific plans for each of the chosen execution areas that line up to most essential consumer touchpoints. For example, include execution plans for brand communication, product innovation and sales. 

Do you call it a marketing plan or a brand plan?

I use the term marketing plan and brand plan interchangeably. If there is any difference, it is usually semantics. Nevertheless, it’s important for you to have clarity. As a rule, a strategic brand plan covers the bigger strategic elements, such as vision, purpose, key issues, and strategies. Correspondingly, a marketing plan includes the strategic elements, but goes deeper on the marketing execution. In short, you should include the marketing communications, product innovation, retail, sales

  • Marketing Communications plans look at advertising, social media, SEO, or events. 
  • Innovation plans look at new product launches, innovation calendars, and project management. 
  • Sales plans look at retail, merchandising, promotions, and pricing. 

Marketing Plan outline

Importantly, marketing plans provide the opportunity to use your marketing strategy to steer everyone who works on the brand. Agencies. Sales. R&D. Retail. Senior Management.

For the ambitious marketers looking to build your marketing skills, you need to learn how to write each component of the marketing plan. Start with the brand vision, purpose, values, and goals. Subsequently, dig in to find the key Issues, brand strategy statements, and marketing execution tactics.

The elements of your marketing plan should include:

  • Vision.
  • Purpose.
  • Goals. 
  • SWOT analysis. 
  • Key issues.
  • Strategy Statements.
  • Marketing Communications plan.
  • Sales plan.
  • Innovation plan.
  • Forecast and financials.

To clarify, below is our layout for how these strategic slides can be organized. 

To view, click on the marketing plan definitions to zoom in. Keep it handy as you do your plan 

Marketing Plan templates

Altogether, we provide both a strategic brand plan template and marketing plan template. To clarify, our templates include the key definitions and marketing plan examples to inspire you to write each component. Importantly, our brand templates provide our unique one-page marketing-plan and one-page brand strategy roadmaps.  

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How to write the Marketing Plan

Brand Vision.

A well-written brand vision should be the ultimate achievement, which answers, “Where could we be?” Reflect on future ambitions that would bring you true satisfaction. Clearly, you have to put a stake in the ground to describe an ideal state for your future. Having a vision for your brand is essential to setting it up for success – and it doesn’t have to be complicated. When I see brand teams struggle, they usually lack a brand vision. 

For example, some companies will do anything to meet their short-term goals and take any tactic. Undoubtedly, your vision to help plan for the long term and use inspirational language to lead others.

Brand Vision examples.

For example, click on the brand vision examples to zoom in.

A great vision should scare you a little. And, it should excite you a lot. 

Indeed, we hope you see an example that feels familiar to what is in your mind. Alternatively, you might see a structure for how you would write your own vision statement. Use the vision statement examples to inspire you as you write your own vision statement. 

Once you establish your vision, use it to set up the key issues of your marketing plan. Try to understand the obstacles in the way of achieving your vision. This sets up the strategies for how to reach the vision. Most importantly, your strategies will then revolve around solving these problems.

Structuring your marketing plan strategies.

For example, click to zoom in on the structure of the strategic part of the marketing planning process.

Lay out the key issues that answer, “Why are we here?” Take the summary findings of the deep-dive analysis. Then, draw out the significant issues in the way of achieving your stated brand vision.

A great way to find the issues is to brainstorm up to 30 things in the way of your vision. Then, narrow down your list to the top 3-5 significant themes you see. 

Take the themes and begin to write the top issues in question format. This should prompt a few different options for how to solve each issue. Spend serious thinking time on these questions. Essentially, the smarter the question you ask, the better the strategic answer you will get. 

Marketing Plan strategy

In our Marketing Plan example, we use four strategic questions to focus the brand’s key issues

Another excellent methodology for finding key issues is to go back to the four strategic questions model in our strategic thinking story. This thinking ensures you take a 360-degree view of your brand. For example, I have used the four strategic questions and come up with four specific questions that fit the Gray’s Cookies brand.

There are various ways to brainstorm and find the issues I recommend for the annual marketing plan. Importantly, a one-year marketing plan should focus on the top three key issues to set up the top three marketing strategies. Correspondingly, our long-range brand strategic roadmap can handle up to five key issues and five strategies. 

For example, click to zoom in on our strategic thinking process.

Importantly, our Strategic ThinkBox tool helps you explore the key issues facing your brand. Clearly, the tool forces you to look at your brand’s core strength, the consumer bond, competitor dynamic, and the business situation. In short, use the tool to come up with the best questions facing your brand. 

Video Lesson: Key Issues

To illustrate, watch our video on how to find the key issues on your brand that you can use in your marketing plan. Importantly, it helps you find the best possible questions. Subsequently, it sets up strategic solutions to answer those questions.

Play Video about Strategic Key Issues Video

To view, use the ▶️ controls to play our brand strategy video. 

Writing Brand Strategy using A + B + C + D

Within our marketing plan template, we provide slides to lay out your brand strategies. You should start off by writing your strategic objective statement using the four components of the a + b + c + d model outlined in our Beloved Brands book.  

To view, click to zoom in on our brand strategy process part of the brand plan.

Here’s how that marketing strategy statement breaks down:

A: Program investment: 

First, the marketing strategy statement calls out the investment in a strategic program, with crystal clear orders to the team, leaving no room for doubt, confusion, or hesitation. For example, the strategic program is to “Advertising Gray’s guilt-free positioning.” 

B: Focused opportunity: 

Second, the marketing strategy statement need to see a breakthrough point where the brand will exert pressure to create a market impact. Essentially, the focused opportunity is to “to new proactive preventers.” 

C: Market impact: 

Third, the marketing strategy should achieve a specific desired market impact with a stakeholder you will attempt to move, whether it is consumers, sales channels, competitors, or influencers. For example, the desired impact is “To move consumers from consideration to trial.” 

D: Performance result: 

Finally, the marketing strategy statement must drive a specific performance result linked to the market impact, either making the brand more powerful or more profitable. Finally, the performance result is, “Steal competitive users.”

This unique strategic model will force you to pick answers to build a strategy statement for those who follow your plan. Moreover, use these four elements of smart marketing strategy statements to ensure you structure the thinking. 

Video: Brand Strategy Statements

To illustrate, watch our video to see how we use our five elements of brand strategy. Importantly, this helps you structure your thinking. And, we will show how to build brand strategy statements that make it easy to explain them to others. 

Play Video about Writing Brand Strategies Video

To view, use the ▶️ controls to play our brand strategy video. 

We will show how to write your strategic objective statement to use in your Marketing Plan. In summary, the tool helps you pick for reach element of the Strategic Investment (A), the Focused opportunity (B), the Market Impact (C) and the Performance Result (D). To illustrate, click on the diagram to zoom in.

For clarity, click to zoom in on our brand strategy process part of the brand plan.

For example, click to zoom in on our brand strategy examples that you can use in your brand plan.

How to summarize each marketing strategy into a presentation slide to management.

Your effort in writing these clunky statements will not go to waste. Once you have decided on your top three marketing strategies, you can lay out a specific slide to explain each strategy within your presentation. 

  • First, include the clunky strategic objective statement. (I told you it would not go to waste.)
  • Secondly, use the goals to measure the ideal result of this strategy.
  • Then, list three tactical programs, where you will invest your resources. 
  • Finally, insert a “watch out statement” to address issues that could derail my presentation.

To view, click to see the brand strategy slide in our marketing plan template.

Building your strategy slides

The most essential slides in any brand plan are the marketing strategy pages, with one page for each strategy. And, the good news is that you have completed the most challenging part. The strategic objective statement moves to the second line. We write a shorter, simpler headline version of the strategy. 

For each marketing strategy, hold a brainstorming session to get the best tactical program ideas. Importantly, narrow down to a maximum of three tactics per strategy to ensure the focus of your limited resources, especially money and time. That gives you enough money to make sure each tactic will break through and that we have enough time to put our heart and soul into perfecting the execution. There is nothing worse than a plan of 75 random tactics. Each execution then becomes a chore you complete instead of a passion you love.  

Setting goals

You need to set the goals, which should measure the desired result of this marketing strategy. There are four ways to set goals for your brand plan: 

Strategic outcome

Essentially, this could be the market impact (awareness, trial, repeat, loyalty, the share of requirements) or performance result (sales, share, costs, pricing, profit) stated in your strategic objective statement. 

Tactical execution measures

Importantly, the advertising results (attention, brand link, communication, stickiness), innovation freshness index (percent of portfolio launched during the time period), in-store performance indicators (display, pricing, share of shelf, distribution coverage).

Major milestones

Furthermore, include major project completion dates, reaching a key performance level in terms of market share position, sales level, or profit level.  

Brand reputation goals

To demonstrate, options include net promoter score, online review scores, consumer playback of the desired brand positioning, reputation among influencers or social media followers.

Marketing Execution Plans

For each major investment, write a separate execution plan as an organizing tool to ensure everyone has specific orders on the particular strategy related to their function, leaving no room for misinterpretation. Every strategic investment you make deserves an execution plan. Most plans should have specific execution plans for marketing communication, innovation, and sales. 

Depending on your brand’s specific needs, you may have execution plans for sampling, influencer,  e-commerce, medical, consumer experience, competitive, or sales.

Your execution plans should combine the work you do with strategic thinking and brand positioning. 

First, start each execution plan with your marketing strategy statement from one of your strategies. Second, for the next four sections, go back to your brand positioning work to lay out the target, brand idea, main benefit and support points. Finally, for the final two sections, make it specific to the type of execution. 

Use the desired response that kicks off the creative brief. And, the media options where you will invest. Next, for innovation, decide what the internal beacon is to inspire the team, and the project status related to new products, formats or claims. Finally, for a sales plan, include any differences between shoppers and consumers (users), specific retail programs and execution tactics.

One flaw I see is that brand leaders keep using different words to say the same thing. Keep repeating the exact words and phrases to ensure the consistency of execution. Never get bored with your words. Repeat them. Let the creativity come from your repeated words. 

To view, click on the Brand Plan that suits your type of brand. 

To view, click to zoom in for marketing execution details of our marketing plan template.

Brand Communication Plan

The brand communications plan answers seven questions. These questions steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. 

We have it set up in our marketing plan template to answer the following questions: 

  1. First, what do we need our advertising to do? (Marketing strategy statement)
  2. Second, who is in our desired consumer target? (Most motivated people to buy what we do)
  3. Third, what are we selling? (Our main consumer benefit we stand behind) 
  4. Why should they believe us? (Support points to back up the main benefit) 
  5. Next, what is our organizing brand idea? (Brand soul, essence or DNA for the brand)
  6. Then, what do we want people to see, think, feel, do, or influence? (Desired consumer response)
  7. Finally, where will our consumer be most receptive to see and act upon our message? (Media plan)

For example, click to zoom in to see the brand communications plan details of our marketing plan template.

Innovation Plan

Use your brand idea to guide the product development team to manage innovation ideas at the exploratory stage, (beyond five years), pipeline ideas (two to five years) and go-to-market launch plans (within the next two years). Indeed, use the marketing plan template to influence, manage, and even direct your product development team to ensure they focus on the brand strategy. To illustrate, below is our Innovation Plan for Gray’s Cookies. 

For example, click to zoom in to see the innovation plan details of our marketing plan template.

Sales and Retail Plan

Brand leaders should work with the sales team to manage the consumer through the purchase moment. The brand plan should guide the sales team on specific strategy and goals. Given that your sales team owns the selling execution, you must gain the sales team’s alignment and buy-in on the best ways to execute your brand’s strategy through direct selling, retailer management, and e-commerce options. To illustrate, the programs include pricing, distribution focus, shelf management, promotional spending, customer marketing, customer analytics, and specific promotional tools.

Your channel customers are trying to win in their market, satisfying a base of their consumers through your brands, while battling competitors who you may also be going through that customer. The most successful programs will provide a win for your channel customer, as you will get much more support for your program. 

As part of our marketing plan examples, below is our Selling and Retail Plan for Gray’s Cookies. 

marketing plan template or brand plan template

For example, click to zoom in to see the sales plan details of our marketing plan template.

Examples of Marketing Plan slides we use in our template

Importantly, we provide marketing plan examples of execution slides you can use in your marketing plan. For instance, you will find PowerPoint slides you can use for advertising, social media and search, event sampling, new product launch, new product pipeline, competitive defense plan, merchandising and in-store sampling, customer marketing, promotions.

To view, click to zoom in to see the brand plan presentation details of our marketing plan template.

Brand Communications execution plans

  • Advertising Plan: For example, we include at the creative advertising plan, creative idea, and a media plan that lays out the specific media choices and a media calendar.  
  • Social Media and Search Plan: Importantly, these plans bring clarity to role of social media and specific media choices. Furthermore, it allows you to organize the role of paid and organic search to drive to the website. 
  • Events sampling and sponsorship: To illustrate, link sampling to point of usage, sponsorship to support brand positioning.
  • Creative Brief: To demonstrate, the details to help drive the creative message, including strategy, target market, consumer insights, main message, support points, and desired response for consumers.

Innovation execution plans

  • New Products Pipeline: Importantly, use a five-year map of innovation ideas. For example, look at product extensions, product improvements, new formats, brand stretching, game-changing, or blue ocean.
  • New Product Launch Plan: Essentially, use a go-to-market plan for the launches coming to market in the next year.

Sales and Retailing execution plans

  • Customer Marketing programs: To clarify, bring the key account focus with specific insights, issues, and customer scorecards.
  • Merchandising and In-store Sampling program: For example, in-store focuses on overall distribution points, shelf placement, merchandising, and in-store sampling. 
  • Promotions Plan: Tactics related to driving penetration and usage frequency. For example, pricing promotions, free giveaways, or contests. 
We also provide a slide so you can map out your competitor’s plan. And, we have a slide for a Market Research Plan that includes new product concept testing, advertising and claims testing, in-market tracking, voice of the consumer, and the consistent gathering of consumer insights. 

To view, click to zoom in on our advertising plan part of the marketing plan example.

Writing the plan with the power of threes

I believe in “the power of threes.” As I said earlier, your brand plan should help you make decisions on where to focus and allocate your limited resources. As a guideline, for an annual plan, I recommend you focus on the top three marketing strategies. Moreover, focus on the top three tactics for each marketing strategy. 


To view, click to zoom in on our marketing plan examples.

Importantly, this process leaves a plan with nine significant projects for your brand to focus your limited resources against during the year. 

Compare the subtle difference with what happens when you try to do five strategies with five tactics: the plan quickly explodes into 25 projects, and seven by seven leads to 49 projects. That would cripple your brand’s limited resources. Essentially, what if you never get to the forty-ninth project, but it was the most important project? Clearly, with fewer projects, you will be able to execute everything with full passion and brilliance.

I see too many marketers with a long list of things they need to do. 

Marketers are so busy; they have no time to think about what matters to their brand. Essentially, they have very little passion for any one particular project; they are trying to get everything done. This thinking is not the ideal behavior a brand needs to become a beloved brand.

Marketing plan examples

Consumer Healthcare

Marketing Plan Consumer Healthcare brands
For example, Gray's Mouthwash is a consumer healthcare brand. To view, click to zoom in.

Quit Smoking

Marketing Plan OTC Pharma Healthcare plan
Clearly, this marketing plan example for Gray's QuitFix is a pharma brand. To view, click to zoom in.

B2B Stage Lighting

Marketing Plan B2B Stage Lighting
For example, Gray's Stage Lighting is a B2B brand. To view, click on this B2B marketing plan to zoom in.

B2B Industrial tools

Marketing Plan B2B industrial Tools
Indeed, a marketing plan example for Gray's Tools, a B2B industrial brand. To view, click to zoom in.

More reading about Marketing Plans.

For example, HubSpot does a good execution plan. 

Proof of this, Investopedia also has some great content on marketing plans.

Clearly, if you are looking at E-commerce, Shopify has a good article for you. 

For example, Forbes wrote a good simple article to view. 

And, Visme wrote a good simple article to view. 

Marketing Excellence

We empower the ambitious to achieve the extraordinary.

Without a doubt, our role at Beloved Brands is to help the ambitious marketers who are trying to improve their marketing skills. Most importantly, we will prepare you so you can reach your full potential in your career. You will learn about strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. As well, we provide a suite of marketing tools, templates that will make it easier to do your job, processes that you can follow, and provocative thoughts to trigger your thinking. 

Have you gone through an assessment of the marketing skills of your team? Take a look below:

The fundamentals of marketing matter.

Our Beloved Brands marketing training programs cover different streams to suit the type of marketer you are. For instance, our marketing training covers consumer marketing, B2B marketing, and Healthcare marketing. 

The marketing fundamentals that we show in this article are part of what we use in our marketing training programs. Ambitious marketers will learn about strategic thinking, brand positioning, brand plans, marketing execution, writing creative briefs, advertising decision-making, marketing analytics, and marketing finance

Importantly, when you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. Without a doubt, you will see your people make smarter decisions and produce exceptional work that drives business growth. 

Finally, I wrote our Beloved Brands playbook to help you build a brand that your consumers will love. If you are a B2B marketer, try our B2B Brands playbook. And, if you are a Healthcare Marketer, try our Healthcare Brands playbook.

We designed our brand templates to make it easier for you to do your job.

Moreover, we provide brand templates that help you run your brand. For instance, you can find templates for marketing plans, brand positioning, creative briefs, and business reviews. Altogether, we offer brand toolkits with all the presentation slides you need. 

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Everything a Marketing must know about.

Importantly, Brand leaders need to know how to think, define, plan, execute and analyze with the best of them. Moreover, while the brand leaders don’t really know how to do anything, they are looked upon to make every decision. Have a look at our five minute video on everything a marketer must know. To read more, click on this link: Everything.

To view, use the ▶️ controls to play or volume buttons 

If you are looking to make your marketing team smarter, we can help. To get started, email Graham Robertson at graham@beloved-brands.com

Frequently Asked Questions about the Marketing Plan.

What is included in a marketing plan?

  • First, every marketing plan must have a vision that acts as the guiding line to chase. I like to have a main sales goal tied to that vision. 
  • Second, conduct a business review to focus on what’s driving growth and holding the brand back. 
  • Third, use our Strategic ThinkBox to come up with key issue questions that are facing the brand. Then, dig in and build out the strategies that answer the issues. 
  • Next, brainstorm tactics with your team. And, build tactics, including brand communication, innovation, and sales or retail. 
  • Last but not least, create goals and measure performance. A main sales goal can be tied to the vision, and can drive parts of the plan, but they can also be used at the end to make sure you measure the strategies and tactics. 

Why is a marketing plan important?

The main role of a marketing plan presentation is to gain approval of your senior management team. Importantly, explain how you will you use your resources to drive growth on your brand. And, the plan becomes the roadmap that everyone on your team will follow and help achieve your brand goals. Clearly, an effective marketing plan will create the brand vision, purpose, key issues, strategies, and tactics.

What are common marketing plan mistakes?

First, the most common mistake I see in marketing plans is when they present a messy story. That’s the reason you should have a good marketing plan template. If you are standing at the front of the room and the boss is confused, it won’t go very well.

Second, the other common mistake I see in marketing plans is trying to do too many things. Importantly, when you spread the limited resources across too many ideas, none of them will have enough resources to make a difference. You will always be disappointed in the results. 

Third, another mistake I see in marketing plans is when parts of the team do not agree with. The brand leader must work to involve the other teams to ensure the team is aligned to the marketing plan. Make sure you involve sales, operations, R&D, your ad agency. And, include all those who deliver on behalf of the brand. 

Fourth, I have seen marketing plan presentations get out of control. One year, a small brand had 127 slides. Crazy. You should have no more than 20 slides. 

Finally, the other mistake I see in marketing plans is when ideas come out of no where. If a tactic is not lined up with a strategy, senior management will notice. And, it could cause them to doubt the rest of the plan. 

What is in a marketing plan?

If you are looking for an ideal outline for a marketing plan, here is our recommendation: vision, purpose, goals, SWOT analysis, key issues, strategy statements, marketing communications plan, sales plan, innovation plan, forecast, and financials. Our marketing plan template uses this outline. 

Brand Templates

If you are running a brand, or a service provider for brand strategy, our brand templates will help you save time and provide best-in-class presentations. We provide brand templates that help you run your brand. For instance, you can find brand templates for brand plans, brand positioning, business reviews, and creative briefs. For those who need to go deeper on marketing execution, we have a marketing plan templateMoreover, we have all-in-one brand toolkits with all the presentation slides you need to run your brand.

To view, click to zoom in the brand template slides.

Our brand templates will make your job easier!

Our brand templates are used by many of the best brand companies around the world. They reflect the work we do as a brand consultant and the tools from our Beloved Brands playbook. With each template, we include fully completed examples and blank slides for you to enter your own strategies.

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Email: graham@beloved-brands.com

Phone: 416–885–3911

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