Marketing Strategy and Planning

How can you develop a world-class marketing strategy?

How can you create a marketing strategy that gives your organisation a competitive edge? This Postgraduate Award will provide a step-by-step process for creating a world-class strategic marketing plan that delivers growth and profits.

You will explore practical tools and frameworks that allow you to gain maximum impact from your limited resources. These begin with contemporary approaches to understanding both business and consumer markets and uncovering unmet needs. You will then learn techniques for prioritising highly attractive customer groups and developing differentiated value propositions for them.

The course will also discuss today’s marketing leadership challenges, notably around digitalisation, sustainability, and the need for agility in a rapidly changing environment. You will be able to apply your learning straight back into your current role, as you will be encouraged to use the tools and frameworks to develop strategies for your own organisation.

  • Start Date 01 October 2024
  • Duration 4 days
  • Location London - The Shard
  • Format Part-time
  • Fees £4,410 *

* See fees and funding for fees breakdown.


This Postgraduate Award will run across four days of face-to-face teaching at our London base in The Shard, with a six week window to complete your assignments.


  • Day one: Prof Mairead Brady explores and critiques marketing leadership. You will address how marketing managers and leaders can develop agility to balance conflicting demands and explore some of the challenges of digital transformation. 
  • Day two: Led by Prof Hugh Wilson. You will explore market definition and market mapping, looking at defining product-markets and needs-based segmentation. You will also develop an understanding of assessing market attractiveness and competitive position. 
  • Day three: Led by Prof Hugh Wilson. You will look at defining marketing objectives and strategies, exploring how you can organise the marketing planning process. You will also discuss key themes such as sustainability and marketing.
  • Day four: To consolidate your learning, you will be asked to develop a portfolio matrix of your products and segments, propose some priorities, and develop marketing objectives and strategies for a customer group.

What will you learn?

  • You will be able to effectively review markets and select the most powerful way of segmenting them
  • You will learn key techniques for focusing resources such as the directional policy matrix
  • You will enhance your skills in developing differentiated value propositions
  • You will learn how best to organise a planning process
  • You will reflect on how best to handle contemporary marketing leadership challenges such as disruption, digitalisation and sustainability.

Benefits to you and your business 

  • Applied learning - Each Postgraduate Award provides knowledge, tools and strategies to take straight back to the workplace. Assignments directly link what is learnt in the classroom to your organisation. 
  • Flexible on time - This Postgraduate Award will run across four days of face-to-face teaching at our London base in The Shard, with a six week window to complete your assignments.
  • Flexible on finance - You can pay for each Postgraduate Award individually, allowing you to build up to higher awards gradually, when budget allows. 

Which other PGAs should you consider?

Explore the PGAs that would work well with Marketing Strategy and Planning: