Personal and Business Competencies / Business Skills

Building a Marketing Strategy

A practical training in building a marketing strategy — from market and target-audience analysis, through positioning and the value proposition, to choosing channels, budgeting and measuring results. The programme teaches how to translate business goals into a coherent marketing strategy and action plan, based on exercises on participants' real cases.

A marketing strategy connects business goals with concrete decisions — who we serve, what value we offer and how we will win in the market — turning scattered activities into a coherent plan.

Building a Marketing Strategy is a two-day practical EITT training, delivered onsite or remotely. The programme is intended for people who want to move from tactical activities to building a strategy — we work on participants’ real cases.

The training programme covers the key areas:

Analysis and foundations of strategy
Positioning and value proposition
Channels, activities and budget
Measurement and practical exercises

After completing the training, participants will be able to carry out market and target-audience analysis, define positioning and a value proposition, choose channels and plan a budget, and measure the results of their activities. Particular emphasis is placed on workshop-based work — participants build a draft marketing strategy for their own organization or product.

The training helps organize marketing thinking and build a strategy that acts as a filter for priorities — allowing conscious choices of the activities that bring you closer to your business goals.

Benefits

Participants will learn to carry out market, competitor and target-audience analysis as the basis of a strategy
The training will develop the ability to define a brand's positioning and value proposition
The workshop will help translate business goals into coherent marketing goals and metrics
Participants will learn to choose channels and activities and plan a marketing budget
The training will practise building an action plan and measuring results (KPIs, attribution)
Participants will build a draft marketing strategy for their own organization or product

Prerequisites

Basic knowledge of marketing or experience in marketing activities
An understanding of the organization's business goals
Openness to workshop-based work on real cases

Training program

Market, competitor and trend analysis
Defining the target audience and personas
Researching needs and the customer journey
Business goals vs marketing goals

Building the brand's value proposition
Positioning and differentiation against competitors
A coherent message and communication architecture
Linking brand strategy with the product

Choosing channels and the activity mix
Campaign planning and the calendar
Marketing budget and prioritization
The role of content, data and AI in marketing

Metrics, KPIs and attribution of results
Testing and optimizing the strategy
Building a draft strategy on a real case
Presentation and feedback

Delivery Methods

Online

Convenience of participating from anywhere
Interactive live sessions with trainer
Materials available for 30 days
No travel costs

On-site

Direct contact with trainer and group
Intensive hands-on workshops
Networking with other participants
Full focus on learning

Frequently asked questions

Who is the Building a Marketing Strategy training for?

The training is aimed at people responsible for marketing and growth — marketing managers and specialists, business owners, product managers and those moving from tactical activities to strategic thinking. Required level: intermediate.

How long is the Building a Marketing Strategy training?

The training lasts 2 days. Delivered online or onsite, with an emphasis on workshop-based work on participants' real cases.

Will I receive a certificate after the training?

Yes — every participant receives a certificate of completion confirming the competencies acquired. EITT holds ISO 9001 accreditation.

Can the training be delivered for a closed group?

Yes — we offer dedicated in-house trainings for companies. We adapt the programme to your organization's industry and goals. Contact us for an individual quote.