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This Masterclass will explore how to:

  • Write the perfect plan
  • Use analysis to reduce risk and make better decisions
  • Set sensible objectives
  • Develop a crystal clear strategy 
  • Choose the most appropriate tactical tools and leverage them for maximum return
  • Ensure excellent execution with internal marketing
  • Monitor & measure exactly what you need to know and when

Course availability 

start location member non-member
DMA House (W1W 8SS) £350.00 £350.00

NB: Prices above subject to VAT.

event information

PR Smith is one of the world’s most celebrated writers and speakers. His SOSTAC® planning system is recognised as one of the most practical planning frameworks ever conceived. 

It took PR Smith ten years to develop his SOSTAC® framework. Since then, he has been helping businesses and individuals all over the world to develop structured and comprehensive plans. It is time to put his mastery of the ultimate planning system to work for you: 

S stands for Situation Analysis - where are we now?

O stands for Objectives - where do we want to go?

S stands for Strategy - how we are going to get there.

T stands for Tactics - the details of strategy.

A is for Action - putting the plan to work.

C is for Control - measurement, monitoring, reviewing, updating and modifying.

If you are involved in running a business, developing strategy or planning campaigns, you will find PR Smith’s SOSTAC® Masterclasses will take your planning ability and process to the next level. 

Planning is such an important subject that we have made it the first event in the IDM Masterclass series.

All attendees will receive a “signed” copy of PR Smith's SOSTAC® book; SOSTAC(r) Guide To Your Perfect Digital Marketing Plan.

Don’t miss this chance to meet PR Smith in person and experience the IDM’s ultimate SOSTAC® Masterclass. Demand will be high. So book early to avoid disappointment.


IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

masterclass outline


  • SOSTAC ® & The Perfect Plan
  • Do you think like a marketer?

Situation Analysis

  • Ask Great Questions (3 key ones)
  • Customer Analysis
  • Competitor Analysis
  • Other Analysis


  • Mission & Vision Statements
  • KPI Pyramid
  • KPI Funnels


  • Why tactics often fail
  • Strategy Drive Tactics
  • 9 Components of Strategy


  • Which Tactics Are Best (10 tactics)
  • How to Leverage them
  • Tie-ing them all together


  • Excellence in executions = competitive advantage
  • Why Internal Marketing is so important
  • Checklists (5 ways to boost lifetime conversions)


  • Measure & Improve Performance via Constant Beta Culture
  • ROI of Web Sites, Cost Per Enquiry & Cost Per Order
  • Avoid the Costly Classic Mistakes

Summary & Conclusions

  • Creative Thinking + Analytics
  • Constant Improvement
The course gave real practical examples that showed what we could practically do.

Louise Haythornwaite,
Kingston College

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