Marketing Strategy and Planning
Marketing Strategy and Planning
Course overview

Course overview

A strong marketing strategy identifies and utilizes an organization’s competitive advantages in its current and potential markets to define the best resource allocation and marketing activities to create product value. A strategy is not of much help if not implemented and brought to life. That’s why developing an insightful marketing plan, based on a well-defined strategy, ensures marketers can contribute the highest possible value to an organization at the strategic level.

Our Marketing Strategy and Planning course provides you with knowledge on how to turn your strategy into actionable and operational plans. Participants learn how to analyze the current market situation, focus on the unique selling proposition of your product and/or service and target the needs of your markets. This course enables you to prepare the right marketing strategies and to develop a marketing mix specific to your market and its needs to reach the company’s marketing objectives and successfully develop and implement a clear, rewarding marketing plan.

Throughout the course, we cover a significant number of vital marketing topics. Here are just a few of them:

  • Key aspects you must consider including in your Marketing Strategy
  • How to seize great opportunities for marketing growth
  • How to build customer-centric strategies and reap more benefits
  • Proven methods for creating a comprehensive Marketing Strategy
  • How to align your Plan with the Strategy and bring it to life
Course Content

Course content

DAY ONE 22 Jan 2019

  • Scope and functions of modern Marketing under the pressure of the changing world
  • Latest Marketing Trends - Digital and online developments – the digital marketing world
  • Marketing Strategies – Brand expansion, Product positioning and differentiation
  • Pricing; Innovative and creative strategies which result in profit maximization
  • Strategy Development factors for making a choice, Blue Ocean vs Red Ocean Strategies
  • Measuring the gap between long-term objectives and current company performance

DAY TWO 23 Jan 2019

  • Determining the most rewarding segments & identifying potential growth opportunities
  • Sources of competitive advantage – cost, differentiation, product and channel advantage
  • Product/service life cycles and the application of psychographics to each stage
  • Applying the growth strategies matrix to your strategy development process
  • Customer types and behaviors and Using customer needs to your advantage
  • Bringing Communications to the next level via Integrated Marketing Communications

DAY THREE 24 Jan 2019

  • Managing Brand Value – best methods to create, maintain and improve brand positioning
  • External vs internal pricing elements, Key strategies & Defining the right pricing matrix
  • The Marketing Planning Process and Format, Marketing Plan and Marketing Strategy
  • SWOT and TOWS Analyses, Portfolio Analysis and Design (The Boston Consulting Group Matrix)
  • Segmentation, Targeting and Positioning – Process, Components, Challenges & Tools
  • Aligning strategies and plans, using the best tools to measure progress and performance
What will you gain

What will you gain

  • Learn insight of Strategy and Planning and how to utilize both to achieve your objectives
  • Conduct strategic planning and build effective marketing plans based on winning strategies
  • Study how to translate corporate goals and plans into actionable and clear steps
  • Understand how to apply the best practical tools and strategies to create a powerful brand
  • Comprehend the key points of the buying process and how to determine customer needs
  • Achieve success via market segmentation and correct product positioning
  • Develop a remarkable customer-centric strategy to outperform the competition
  • Understand market and industry analysis and competitive advantages and positioning
  • Obtain the critical skills to prepare a marketing plan for a product or a service
  • Prepare an effective budget and an integrated, comprehensive product/service action plan
  • Apply the knowledge from the course to achieve outstanding performance and results
FAQ for Internal Part of the Courses:


We use the best and latest educational praxis. All of our courses and trainings are designed using our unique Atton LPI Learning Methodology© which guarantees the delivery of extensive knowledge over a short time period with an easy-to-understand approach. All course materials are absolutely unique and are the combination of fundamental and systematic knowledge, practical studies and real-life implementation elements.

We deliver in our 2- and 3-day trainings knowledge and skills which are commonly delivered over a much longer period of time – thus truly saving our participants time and money.

Each course has a comprehensive description and content breakdown, which means you can easily check how a certain training may fit your expectations and requirements.

If your aim is to obtain the most wide-ranging overview in a certain area of expertise, we commonly suggest that you choose one of our popular trainings in the relevant category. The popular trainings cover the widest scope in each area and for this reason they are greatly valued by our participants.

If you need help in choosing the best course for you, please get in touch with our STUDENTS SUPPORT DEPARTMENT.

There are various payment options – cheque, cash, and bank transfer. It is essential to note that the earlier you register, the larger the applicable discount on your admission fee.

For details on the available discounts and special training admission fees, please see the section “Course fees and discounts” on the course page.

Each course participant obtains the Atton Institute Course Completion Certificate, which is protected by means of several authentication elements. Each Atton Course Certificate can be additionally verified by contacting our administrative office or via the special online authenticity check system on our website.

Professional, up-to-date expertise is one of the most powerful elements of success in the modern business and career environment.

Our Courses and Trainings are highly useful for business owners, management and employees at all levels and provide, in a highly effective way, current and solid professional development qualifications and skills combined with practical real-life essentials.

  • Choose your course (feel free to get in touch with us for support).
  • Select the desired date and location of the course.
  • Proceed with course registration (online or via e-mail or phone).
  • Upon registration, you will receive invoice to finalize the registration.
  • Upon payment of the Admission Fee, your course registration is completed.

Each training is repeated a certain number of times over the year, and thus you have the option to choose the most suitable date for you. If you wish to benefit from the option of a course fee discount, be sure to register in advance.

Course Content

Key facts


Course code:


3 days


Course category:


Admission requirements:




Certificate upon successful completion

Course schedule sample one day

09:00 AM  -  10:30 AM  -  First Training Session
10:30 AM  -  10:45 AM  -  Coffee Break
10:45 AM  -  12:15 PM  -  Second Training Session
12:15 PM  -  1:15 PM  -  Networking Lunch
1:15 PM  -  2:45 PM  -  Third Training Session
2:45 PM  -  3:00 PM  -  Coffee Break
3:00 PM  -  4:30 PM  -  Final Training Session
4:30 PM  -  5:00 PM  -  Day Summary and Q&A
Fees & whats included

Fees & what is included

Early bird 65 days before course start date Early bird 40 days before course start date Regular Course Fee
USD 2,790.- USD 2,990.- USD 3,300.-
  • For early registrations special prices apply as outlined above.
  • The regular, special and early bird courses fees include the applicable 5% VAT.
  • Companies - register 2 participants for the same course and date and get one place free.
  • Only one type of discount can be applied to the same course & date registration.
  • For larger corporate clients there are special packages. Contact us for details.

At Atton Institute we do our best to ensure that all our courses and trainings are provided with the highest industry standards, are time efficient and praxis related, and bring the best education results. Our courses have the most up-to date info and secure the excellent course fee to value ratio quality.

Course Fee Includes

  • Extensive Workbook with Course Materials
  • Handouts and other Supporting Materials
  • Practical Examples and Various Case Studies
  • Quick Reference/Top Tips Guide
  • Professional & Experienced Instructor
  • Accelerated and Intensive Learning Techniques
  • Relationship Building within Course
  • Post Course Action Plan
  • Index of Additional Suggested Materials
  • Course Completion Certificate
Free Valet Parking
Coffee Breaks
Free WIFI access

Course certificate

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When would you like to start

22 Jan 2019, Dubai, UAE Register Now
11 Mar 2019, Riyadh Register Now
11 Mar 2019, Abu Dhabi, UAE Register Now
17 Mar 2019, Dubai, UAE Register Now
28 Jul 2019, Riyadh Register Now
03 Sep 2019, Dubai, UAE Register Now
01 Oct 2019, Riyadh Register Now
22 Oct 2019, Dubai, UAE Register Now
04 Nov 2019, Abu Dhabi, UAE Register Now
10 Dec 2019, Dubai, UAE Register Now
10 Dec 2019, Singapore Register Now
Participant insights

Additional Info

Marketing has become quite a complicated and comprehensive domain. To build a truly successful marketing campaign, a lot of factors should be considered and many specialists should be involved. But none of those efforts would make sense without a thorough, well-thought-out, and detailed strategy, resulting in a clear plan, which will then be executed.

To create a marketing strategy and plan, you cannot simply go to the web and copy and paste someone’s else tactics. You have to be an experienced and well-educated marketing specialist, and you have to obtain the necessary qualification and skills for yourself.

Fortunately, there is an optimal solution to help you master your marketing planning and strategy development in one go with the help of the Atton Institute’s “Certificate in Marketing Strategy and Planning” training course.

As a modern marketer, you’re required to analyze, compare, and make conclusions based on numbers and the results of conducted tests, but simultaneously, you also have to be creative in order to develop an extraordinary and effective strategy and plan. This might sound a bit contradictory, but it is the only path to success that has proved its effectiveness time and time again over our numerous years of practice and experience. This is the approach that we use in this marketing strategy course.

Achieving success with your marketing strategy lies in finding the right flow, which you will learn through this marketing planning course:

Marketing Strategy + Marketing Plan + Implementation = Success;

  • Strategy answers the question, “What should be done?” It correlates with the values and goals of the company. It is the point that differentiates winners from losers, because it is here that you decide (1) who your customers are and (2) what you should do to reach and satisfy them. These are the two most important questions you can ask and will determine 50% of your success.
  • The plan answers to the question, “How should you do it?” It is directly related to the strategy and consists of a detailed explanation of tools and techniques that will help you to stand out against the competition.
  • Implementation is the phase when you put strategy and plan together and your ideas come to life. It’s also the point at which this marketing strategy training course can only equip you with advice and tips, because the work must be done by you!

The key to success is in the sequence of the three elements in the above-mentioned formula. Most marketers get pulled into a trap and start buying paid advertising, ordering expensive brochures, and paying bloggers even before they’ve determined their strategy and plan. The desire to start doing anything simply to avoid being inactive is is tempting, but tricky, and often has negative effects.

The Marketing Strategy and Planning course from Atton will teach you how to avoid the most common mistakes by implementing the best tactics from around the world, used by the most respected and powerful companies. You’ll learn how to master all the tools necessary for developing an impeccable strategy and flawless plan.

Participant insights

Participant insights

The course was highly beneficial for my job and career. This info will clearly give me the great support for my day-to-day tasks.
Muhammed A. (Senior Auditor)Auditing Company, Dubai.
What I have learned in the course was exactly what I was looking for. Highly clear and pragmatic with perfect guidelines on how to use it at my work.
Antony S. (Manager) Drilling Equipment Company, Abu Dhabi.
A very useful course that provided new insights in the customer behavior and definitely would help me with my communications with customers.
Mario A. (Business Owner) Boutique Shops, Dubai.
Great thanks – one of the best courses I have made.
Brian G. (Projects Coordinator) Events Management Company, Ras Al Khaimah.
Exciting and inspiring course. Helped me to see things differently and re-organize our customer service department.
Abbas H. (Company Manager) Project Engineering, Muscat.
Would really suggest the training to any professional who is in charge of customer care.
Jane A. (General Manager) Real Estate Company, Dubai.
The time spent at course was really enjoyable and useful. Easy to understand and I used part of knowledge the next day after training.
Samira K. (Sales Team) Car Rental, Abu Dhabi.
Was the real great overview on what I shall do to improve in the Customer Service in my business.
Syed H. (Company Owner) Data Storage Solutions, Dubai.
The info I received on the course is the surprise for me. Never though of such simple techniques which help to handle difficult customers conversations.
Gabriela H. (Manager) Call Center, Sharjah.
The training I have chosen was very useful and informative with a number of very useful points. Was well explained by the trainer.
Colin G. (General Manager) Safety Equipment, Riyadh.
The program was very explanatory and gave me a lot of points to re-think. Would sure make a difference to my work approach.
Gabriela Y. (Supervisor) Call Center, Kuwait.
Would recommend to my team members to attend the same course. It would positively help me to do my job better.
Udo C. ( Department Head) Heavy Machinery Maintenance, Abu Dhabi.
The time spent at the course was the excellent investment – a lot of useful and practical info. Exactly what I was looking for.
Idul R. (Supervisor Sales) Construction Materials, Umm Al Quwain.
It was great idea to join such training. Would be a definite backing in my career development. Thinking of taking more courses – on other subjects.
Cristina R. (Sales Coordinator) Retail Company, Dubai.
The training was a great mixture of information and practical aspects. The instructor was highly professional and the course was organized the excellent way.
Samaa J. (Projects Manager) IT Solutions, Oman.
I really liked the scope and the style of the training – very friendly, a lot of communication and highly informative.
Stefan L. (Client Relationships) Insurance Company, Doha.
It was a great idea to join such training. All members of our team shall complete it. A lot of new points and useful hints.
Burcu W. (Marketing Head) Corporate Banking, Abu Dhabi.
Was really pleased by the content of the course and qualifications of the instructors. Got a lot of useful points for my business.
Marty Z. (General Manager) Travel Company, Dubai.
Great trainer and perfect information materials. Was really worth to attend. A lot of insights and ideas on how to improve job performance.
Daniel D. (PR Officer) Private Hospital, Muscat.
As we were in the process of restructuring of our call center this training was just perfect for the time. Remarkable and valuable suggestions and solutions.
Joselito B. (Marketing Department) E-commerce, Dubai.
The course was very beneficial and practical for my duties. Handling complicated customers from now on would be easier. Great instructor. Perfect training venue.
Amira Z. (Sales Manager.) Designer Apparel, Abu Dhabi.