How to write an effective marketing plan

1.5 hours

Waymaker Academy

Course overview

In the “Write an Effective Marketing Plan” course, participants will gain a deep understanding of what a marketing plan is, its significance for businesses, and the structured framework essential for its creation.

This course will guide learners through the process of developing a robust marketing plan that aligns with a business’s goals and resonates with its target audience.

Participants will learn how to set marketing goals, analyze market conditions, gather customer insights, identify challenges, define key metrics, develop strategic initiatives, plan promotions, identify conversion tools, and plan research and development.

By the end of this course, you will have the skills and knowledge to create a marketing plan that aligns with your business objectives and delivers measurable results.

Learning outcomes

  1. Understanding the Marketing Plan
    • Define what a marketing plan is and its role in guiding a business’s marketing efforts.
    • Recognize the importance of a marketing plan in achieving business objectives and adjusting strategies based on performance.
  2. Exploring the Marketing Plan Framework
    • Familiarize with the structured framework for creating a marketing plan, including Goal, Market Conditions, Customer Insights, and more.
    • Understand the systematic approach provided by the framework to ensure a comprehensive marketing plan.
  3. Setting SMART Goals
    • Learn how to set specific, measurable, achievable, relevant, and time-bound goals that align with the business’s mission and vision.
  4. Analyzing Market Conditions
    • Delve into the external factors, including economic, social, political, and technological aspects, that can impact marketing efforts.
  5. Gaining Customer Insights
    • Understand the importance of researching and analyzing customer preferences, needs, and behaviors.
    • Evaluate the company’s brand positioning, competitive landscape, and product offerings.
  6. Identifying Challenges and Roadblocks
    • Recognize internal challenges that might hinder marketing efforts and strategize ways to overcome them.
  7. Measuring Success with Key Metrics
    • Understand the significance of setting clear metrics to evaluate the effectiveness of marketing initiatives.
  8. Outlining Strategic Initiatives
    • Learn how to develop and document strategic marketing initiatives that resonate with the company’s goals.
    • Explore various promotional and conversion tools, including advertising, PR, events, and social media.
  9. Prioritizing Research and Development
    • Understand the role of research and development in refining marketing strategies and offerings.
    • Delve into various research areas, including customer research, market analysis, and product development.
  10. Crafting the Final Marketing Plan
  • Combine all the elements learned to create a cohesive and comprehensive marketing plan that serves as a roadmap for the business’s marketing activities.

By the end of this course, participants will be equipped with the knowledge and tools to craft a detailed and effective marketing plan that not only aligns with their business’s objectives but also provides a clear roadmap for achieving marketing success.

Waymaker Academy is open to all users of Waymaker, even if you do not have an app license yet.

To get started, choose a course, if you don’t have a user ID, you can create one and use that when you enter other courses.

If you want to see your badges and certifications against your profile in the Waymaker App, then ensure your Academy and App email are the same. All courses can also be accessed from main menu in the app.


1.5 hours

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