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Advance Marketing Research Evaluation and Analysis
Strategic Marketing Planning will help you answer the challenges facing your business which have resulted from financial turmoil, climate change, globalization of markets, scarcity of natural resources, and rapid technological developments. It provides a powerful, formalized, market-led Ten Step Planning Methodology to guide you and give you the confidence to meet the changes. The practical and graphical methodology is an effective medium to analyze, determine your short and medium-term strategies, and then communicate them internally to your management and peers.
Examined Program
Alkhobraa Certified Programme
Earn professional credits recognized by leading international accreditation bodies.
Duration:1 Day
Delivery:Classroom / Virtual
Language:English
Certificate:Yes
Registration Hub
Upcoming Scheduled Dates
Kuala Lumpur
Malaysia
Public
6–10 September 2026
Alkhobraa Centre
Fee per Delegate
USD4,500
Doha
Qatar
Public
6–10 December 2026
Alkhobraa Centre
Fee per Delegate
USD4,500
Target AudienceWho Should Attend
Who Should Attend
This Course?
This course is designed for managers who have either direct or indirect responsibility to determine or contribute to their organization’s marketing strategies and plans, and their implementation and execution. This masterclass will benefit: The country, sector, product, and brand managers Marketing directors and managers Business planning managers Experienced sales managers
Professional Roles
The country, sector, product, and brand managersMarketing directors and managersBusiness planning managersExperienced sales managers
Training Map
Course Agenda
An intensive, modular curriculum designed for deep professional proficiency and alignment with international industry standards recognized in Saudi Arabia.
Key Questions & Elements to be Covered
Course introduction and aims
The Ten Steps research & Planning Methodology
Strategy and what it means
Pareto’s Law
Branding and brand management
What is Guerrilla Marketing?
Plenary discussion on definitions
Explanation of the need for research to answer business questions
Review of all the possible ways it can help
Introduction to the most common Qualitative method – focus groups
The vital considerations – Brief, moderator, and questionnaire flow, recruitment, etc.
Introduction to the most common Quantitative method – Surveys
How to use Google to calculate statistical significance
Choice modeling principles
Concept testing principles and best practice
Introduction to the best practice brief and the principles
The principles of design thinking and dynamic insight
Introduction to insightful behaviors needed to succeed
(Questioning, Listening, Exploring, and Connecting)
The difference between insight, observations, facts, and data
How insight can inform businesses
Customer experience framework
How it works, the ultimate way to measure performance
How Market Research is fundamental
Net promoter score calculations
Customer experience mapping
Briefing on grouping and theming
Thinking backward – using skeleton decks
‘How to’ question crafter
Briefing on mining and using the 5 Whys
5 Whys framework
Crafting an insight
What is marketing and how is it perceived in business today?
Why there are now six ‘P’s and an S’ and no longer the classic four ‘P’s in the Marketing Mix
Where the Marketing Mix fits in short, medium, and long term business planning
Market segmentation and product definitions: defining hierarchically our target customer and product/services groupings (an often forgotten task)
The six common bases for defining our market segments and products and services
A simple yet effective ten-step process to define them
Introducing the course case study
The PLC and how it affects the marketing mix
How the PLC can be combined with the risk model (to be covered later in the course)
Five practical uses of the PLC to enhance your control and increase internal communications
Defining this largely operational planning tool and explanation of the process
Introducing the four major categories and their generic
strategies
How the “R” Matrix can help provide an initial focus, and lessons learned from the status quotations
What typical tasks can be achieved by using the “R ” Matrix
What are the major trends in our marketplace and our business ?
Why is it important to also define our major assumptions ?
How to produce a trend and assumptions form that includes your priorities, the implications of these, and comments. Linking them to later strategies and actions
Understand why your different buyers adopt your existing , newer, and very new products and services over time
The ideal characteristics of the five buyer types
Using the Innovation Grid to match your markets, major customers, your products, and your top competitors ’ products and then to do something about it
How to complete the grid and its typical uses ?
Many managers try and do too much with their scarce resources and subsequently fail. This simple yet powerful risk tool explains why
How the Growth/Risk Model can help you with new product development
Building a medium-term balanced plan in terms of risk
Using the Growth/Risk Model for gap reduction and a better focus
A simple yet powerful analytical tool to analyze and then priorities your markets segments, your products and services, your geographies, your major accounts, and your channels
Choosing the weighted criteria to define your own definitions of attractiveness and strengths
What to do with the matrix when it is completed
What do your major customers and prospects expect from you and your top competitors, and how do they rate you and your competitors against these expectations ?
Marketing research is often not performed well: a five-step process to improve the results of this expensive, but very important, task
The primary and secondary sources in marketing research
explained
Building effective questionnaires, both offline and online
A practical approach to planning using the concept of the ‘Strategic Squares ’
How to bring together the marketing mix, market segmentation, and competitive positioning to build and maintain a true competitive edge
A discussion of ‘perception’ and the value of brands in business today
How to build a good value proposition using the Customer Perception Model
Choosing and justifying your differential message using a simple ‘Why You?’ form and the Perception Mountain to define your brand(s)
The six major factors influencing your pricing decisions
Setting pricing objectives and then choosing the right pricing strategies
The common methods of price setting once your strategy is determined
A multi-stage approach to your pricing re your strategies and price setting
Initial considerations and the barriers to communication
The major elements in the Marketing Communications
Plan and their relative importance
Some considerations on using the internet for marketing communications
Managing and controlling the marketing communications plan
Introduction to Guerrilla Marketing
How Guerrilla Marketing and the Tens Steps Methodology fit together
Guerrilla Marketing strategies and actions
Guerrilla Marketing strategies and the Internet
The planning process and factors affecting its successful production
The different types of plan and what should be in them
The Market-led Business Plan detailed format within the
Ten Steps Methodology
Some thoughts on the practical implementation of the plan
Comments on the specific tools
A possible chronological sequence
The different types of plan and what should be in them
Choosing the right people and projects
Using the Plan Success Matrix to manage the implementation
Need a tailored curriculum?
We can customize the agenda to match your assets, operational challenges, and sector-specific Saudi requirements.