Start a conversation ↗

Description

Operational Marketing: Building, Executing and Measuring an Action Plan

Two days to turn marketing direction into dated, budgeted and tracked actions

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

The strategy is written, but daily reality plays out elsewhere. Activities are decided as sales requests come in, campaigns are prepared under time pressure and materials arrive after launch. Nobody can say what last quarter's campaign actually delivered.

These 14 hours focus on execution rather than strategic choices. Participants build their annual marketing action plan, break it down into campaigns, coordinate materials and sales teams, manage the budget and then measure the results of each activity in order to adjust the next plan.

Learning objectives

  • Build an annual marketing action plan from the company's strategic direction
  • Translate the marketing mix into concrete, dated activities
  • Prepare and coordinate a campaign across several channels
  • Manage the budget and suppliers of a campaign
  • Measure the results of an activity and draw corrective actions from them

What makes this programme different

An annual marketing action plan written for the participant's own business
A campaign reverse schedule tested on a real launch
A results tracking table by activity and by channel

Programme

1From Strategic Framework to Action Plan

Translating direction into decisions

  • Reading the company's strategic direction and commercial objectives
  • Selecting activities by target segment and by offer
  • Prioritising according to available resources
  • Building the annual plan and its key moments

2The Marketing Mix Day to Day

Offer, price, distribution, communication

  • Adapting the offer and the sales arguments
  • Pricing policy, promotions and trial offers
  • Activating distribution channels
  • Selecting communication channels by target segment
  • Keeping messages consistent across channels

3Preparing and Running a Campaign

Meeting deadlines and budget

  • Campaign brief and reverse schedule
  • Producing materials and approval routes
  • Coordination with the sales teams
  • Budget tracking and supplier relations
  • Handling unforeseen issues before launch

4Measuring and Adjusting

Accounting for what has been done

  • Indicators by activity and by channel
  • Collecting data from the sales teams
  • Simple calculation of the return on a campaign
  • Campaign review and lessons learned
  • Adjusting the plan for the next period

Who is it for

Marketing officers, marketing assistants, product managers and sales professionals who deploy marketing activities in the field.

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.