CIM Level 6 Award in Strategy and Planning

Strategic planning is an essential skill for Marketing Managers, helping you make informed decisions, optimise resources and guide the organisation towards its goals in a competitive and constantly changing marketing environment.

A strong marketing plan brings the marketing team together around a common goal and provides direction for the activities that support it. This module will help you develop the knowledge and skills to plan marketing at a strategic level and create an overall marketing plan. You’ll explore how to adapt planning frameworks and models to develop a range of connected plans that work together to deliver the organisation’s strategy.

The course will also give you a strong understanding of how to conduct marketing audits, analyse market trends and use the resulting insights to identify and select appropriate strategic options, including segmentation, targeting and positioning.

You’ll apply these skills to develop marketing plans that deliver against organisational objectives, using data and insights to inform decisions and metrics to evaluate performance and identify opportunities for improvement. You’ll also explore how supporting plans, such as digital, brand and marketing communications plans, can integrate with the overall marketing plan to support broader marketing and organisational goals.