Weekly online
Each four-month module includes 14 interactive two-hour classes and one reading week, following an optional full-day London masterclass. Read selected material, practise between sessions and bring your questions back to the group.
Professional learning · Marketing
Marketing Strategy.
Turn marketing activity into a plan with a clear commercial purpose.
A full campaign calendar does not explain why the work should produce the result your organisation needs. Marketing Strategy and Planning helps you connect customer understanding, business objectives and practical choices about where to focus. The reading is anchored in Jenna Tiffany’s current Marketing Strategy edition, with KBC’s proposed activities turning the published subject areas into a usable planning process. You will investigate a market situation, define a target audience, shape an offer and organise delivery around measurable outcomes. The intended result is a plan you can explain, challenge and improve, with the assumptions behind each important decision visible.
Weekly route4 months
Live online2 hours a week
Module startsOctober · February · June
Learning structure1 module
The professional challenge
Make the next decision with more confidence.
The business wants more enquiries, a stronger reputation and better retention, but its marketing plan is a list of disconnected activities. You have limited capacity and incomplete customer evidence. Your task is to identify the most useful opportunity, make explicit choices and show how the proposed work will be evaluated.
Who will benefit
For marketers, business owners, commercial managers and professionals moving into responsibility for marketing planning. It suits people who already contribute campaigns or communications and want a stronger basis for choosing priorities, briefing colleagues and explaining how marketing activity connects with customers, organisational goals and the resources available.
What you take back to work
Practical capability, built through learning.
- Turn a business challenge into clear marketing objectives.
- Use customer and market evidence to prioritise audiences.
- Develop a coherent plan with owners and resources.
- Define measures, review points and improvement decisions.
Inside the course
A connected learning journey.
KBC proposes a four-month module of 14 sessions: 1–3 situation analysis; 4–5 objectives; 6–8 customer focus; 9–11 campaign planning; 12–14 measurement and final presentation. These are KBC’s learning blocks, not a reproduction of the book’s chapters or a professional-body syllabus. Practical work and reading connect the sessions.
01Diagnose the situation before choosing tactics
Reading connection: Tiffany: current situation and marketing-environment analysis; original KBC case.
Explore the questions that a marketing audit should answer about the organisation, its customers and its competitive context. In KBC’s proposed case, strong internal opinions compete with patchy evidence. You will distinguish what is known from what is assumed, identify the most useful research gaps and explain which issue deserves attention first.
Apply it at work: Create a concise situation analysis and research-priority list.
02Set objectives that guide a decision
Reading connection: Tiffany: objectives, governance and financial impact; KBC application.
Examine how organisational ambitions become specific marketing objectives. KBC’s exercise starts with a vague request for greater visibility and asks what change the business actually needs from an audience. You will propose an objective, a measure and a timeframe, then test whether the available resources and evidence support it. The discussion also identifies the assumptions that should be reviewed during delivery.
Apply it at work: Write an objective and measurement brief with explicit assumptions.
03Understand who you need to reach
Reading connection: Tiffany: customer research; published chapter-level topic verified.
Consider how customer needs, behaviours and decision contexts affect targeting and positioning. In the proposed scenario, two audiences respond to the same offer for different reasons. You will compare their needs and the evidence behind them, decide where to focus first and describe the value the organisation can credibly offer. The exercise asks you to avoid filling gaps with stereotypes or untested certainty.
Apply it at work: Prepare an audience-priority rationale and a value proposition.
04Build a campaign that can be delivered
Reading connection: Tiffany: strategy implementation; KBC-designed channel and delivery exercise.
Bring the audience, offer and objective together in an organised set of activities. KBC’s planning case gives you several plausible channels but limited production time. You will choose a manageable approach, explain each channel’s role and assign responsibilities for the work. The exercise includes a brief for creative colleagues and a review of what must happen before the campaign can launch with confidence.
Apply it at work: Develop a campaign plan, creative brief and delivery schedule.
05Measure, learn and improve the plan
Reading connection: Tiffany: tracking and evaluating strategy success; original KBC practice.
Consider what information would justify continuing, changing or stopping an activity. KBC’s final case provides results that appear positive at first glance but leave the business outcome uncertain. You will identify the limits of the evidence, propose a focused test and prepare a clear performance discussion. Your report should identify the next decision and any further investigation.
Apply it at work: Create a measurement plan and an evidence-based improvement recommendation.
Learn around your working life
Time to understand. Space to apply.
Online or in a city near you
Face-to-face delivery can be arranged in London, Maidstone, Manchester, Birmingham, Leeds and Liverpool. Your course offer confirms the venue and teaching dates.
A London masterclass to start your module
Meet your tutors and fellow professionals at an optional full-day London event. KBC covers the event, agreed transportation, refreshments and an open buffet dinner. Confirm arrangements with the team before booking travel.
Support between sessions
Return to class recordings and learning resources, bring questions to your tutor and use free one-to-one tutoring and coaching support. Your course plan sets out the guided reading and practice needed alongside live teaching.
Your route to recognition
Know what the assessment involves.
KBC proposes a practical marketing plan and a short presentation explaining the evidence, choices and measures behind it. Feedback would consider the clarity of the objective, audience reasoning, coherence of activity, deliverability and ability to learn from results. No external awarding-body examination or professional-body award is established for this standalone course. Any KBC completion document and assessment arrangements should be stated in the enrolment information. Learners may use an appropriate anonymised organisation or a supplied case, with assumptions labelled where real evidence is unavailable.
Your written offer records the award or course completion requirements, any examination fees included, and the relevant eligibility checks.
The professional knowledge behind the course
Explore the books and standards.
The learning themes above bring together the relevant guide, syllabus and workplace practice. KBC’s teaching sequence connects these ideas through discussion and application.
- Marketing Strategy: Implementing and Measuring a Successful Marketing Strategy — Jenna Tiffany ↗Kogan Page · 2nd edition, 3 October 2025; paperback ISBN 9781398621725; ebook ISBN 9781398621732
Publisher-listed topics include situation analysis, customer research, implementation and evaluation; current edition adds generative-AI discussion.
Your investment
Get a course offer that fits your route.
Request the standalone fee for your chosen format, including the teaching, reading materials, assessment and membership arrangements relevant to this course.
Standalone professional development is self-funded or employer-funded. The agreed course offer explains any available support and the costs included.
Your questions, answered.
Is this a standalone professional course?
Yes. The outline develops practical marketing capability and does not promise an external qualification.
Can I work on my own business?
Yes, using appropriate evidence and anonymising sensitive information. A case can also support the exercises.
Will it tell me which channel is best?
You will compare channels against your objectives, audience and resources.
What would this help you achieve?
Talk to KBC about your experience, your goals and the right learning route for you.