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Capability Library


Marketing strategy and planning

Marketing strategy and planning

Related Terms:

Marketing strategy and planning is developing and implementing a comprehensive plan for promoting a company’s products or services. It includes identifying target audiences, developing marketing messages, and selecting marketing channels. It also includes creating a marketing budget, forecasting marketing expenses, and tracking and analyzing marketing data to evaluate the effectiveness of marketing efforts and make strategic decisions.

Beginner competence definition

Beginner-level professionals have an understanding of the basic concepts of marketing strategy and planning, including the importance of developing a comprehensive plan for promoting a company’s products or services.

Intermediate competence definition

Intermediate professionals are able to develop and implement a marketing strategy, and can identify target audiences, develop marketing messages, and select marketing channels.

Advanced competence definition

At an advanced level, individuals have an in-depth understanding of marketing strategy and planning principles and the ability to use data and market research to inform marketing strategy, evaluate the effectiveness of marketing efforts, and make strategic decisions to drive business growth.


Marketing budget and financial management


Market segmentation and targeting

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