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Description

Marketing Strategy: Diagnose the Market, Choose Your Targets and Deploy

Two days to move from a series of isolated marketing initiatives to a strategy that holds over time

  • 2 days — 14 h
  • In-person or virtual
  • All levels
  • Up to 6 participants

Marketing plans are often little more than a repeat of last year's activities. Target segments are never truly decided, positioning remains implicit and every department defends its own priorities. Budgets scatter and results become difficult to explain to the executive committee.

These 14 hours follow the full chain from diagnosis to deployment. Participants analyse their market, segment it and select priority targets, formulate a positioning and a value proposition, then translate those choices into a costed roadmap with clear tracking indicators.

Learning objectives

  • Analyse a market and the position of your offer against competitors
  • Segment a customer base and select priority targets
  • Formulate a positioning and a differentiating value proposition
  • Translate strategy into a roadmap and budget trade-offs
  • Define the indicators that confirm the strategy is being maintained

What makes this programme different

A marketing roadmap written for the participant's own market
A positioning canvas tested against competing offers
An indicator dashboard linked to the decisions it must inform

Programme

1Market Diagnosis

Look before you decide

  • Analysis of demand and buying behaviour
  • Reading competing offers and substitutes
  • Internal strengths and weaknesses
  • Market shift signals and sources worth monitoring

2Segmentation, Targeting, Positioning

To choose is to give something up

  • Segmentation criteria that genuinely support decisions
  • Assessing and ranking segments
  • Formulating the positioning
  • Value proposition and supporting evidence
  • Testing the positioning against what customers actually say

3From Positioning to Action Plan

Turning strategy into decisions

  • Applying choices to offer, price, distribution and communication
  • Trade-offs between acquisition and retention
  • Building the budget and setting priorities
  • Quarterly deployment schedule

4Deployment and Performance Tracking

Holding the strategy over time

  • Aligning sales and marketing teams
  • Outcome indicators and progress indicators
  • Review cadence and course corrections
  • Presenting the strategy to executive management

Who is it for

Marketing managers · product managers · SME business owners and anyone responsible for building an offer and its marketing plan.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.