During this course you will learn all the best practice elements and tactics involved in:

· Writing the perfect plan

· Using analysis to reduce risk and make better decisions

· Setting sensible objectives

· Developing a crystal clear strategy

· Choosing the most appropriate tactical tools and leverage them for maximum return

· Ensuring excellent execution with internal marketing

· Monitoring & measuring exactly what you need to know and when

As well as strategical integration with your wider business objectives and managing stakeholders.

Note all delegates receive a complimentary free copy of PR Smith’s best-selling SOSTAC® Guide To Writing Your Perfect Digital Marketing Plan. Delegates also receive a SOSTAC® Planning workbook to use during the session plus a list of additional links to tutorials, videos & posts for ongoing, more advanced expertise development.

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Course availability

Start Study Mode Location Member Non-Member Exam Fee  
09/05/19 Intensive London (W1W 8SS) £349.00 £399.00 -

Qualification Information

Who should attend

No prerequisites required. Anyone hoping to gain an in-depth understanding of how to implement the best practice strategies and tactics in their marketing planning will benefit from this masterclass. SOSTAC® Planning framework is used by both senior and middle-level management but ambitious executives also attend – as everyone needs to know how to write the perfect plan.

All IDM graduates are also invited as this dynamic course adds another layer of world class marketing professionalism.

SOSTAC® Planning framework is used for Business Plans, Marketing Plans, Integrated Plans, Campaign Plans (SEO Plans & PPC Plans), Transformation Plans, Health & Safety Plans and even recently, Wedding Plans!

PR Smith’s SOSTAC® Planning framework was voted in the Top 3 Business Models worldwide by the CIM Centenary Poll. It has sice been adopted by KPMG Digital HQ, Linkedin, SMEs, Start-ups & NFPs like Greenpeace. See what they say about Paul’s workshops.


PR Smith is one of the world’s most celebrated writers and dynamic speakers. His SOSTAC® planning system is recognised as one of the most practical planning frameworks ever conceived. Paul shows you how to boost your short term marketing results; build long term competitive advantage by developing your integrated marketing strategy, and ultimately guides you to become a world class marketer.

The masterclass will cover:


· 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


· Strategy Drive Tactics

· 9 Components of Strategy

How Data Adds Value


· Which Tactics Work Best (10 tactics)

· How to Leverage tactical tools

· The Magic Marketing Formula


· Excellence in executions = competitive advantage

· Why Internal Marketing is so important

· Checklists:10 ways to boost customer conversions;

· 1 way to double enquiries

· 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

Delegates will leave with an in-depth understanding of the best practice elements involved in devising, implementing and developing an effective integrated marketing plan.


PR Smith F IDM
Author, Speaker, Consultant & Founder of SOSTAC® Planning

Paul www.prsmith.org is an international speaker, marketing consultant and author of 6 books (translated into 7 languages) renowned for their ‘edutainment’ style. These include Digital Marketing Excellence; (Integrated) Marketing Communications and the SOSTAC® Guide To Writing Your Perfect Digital Marketing Plan.

Paul created the SOSTAC® Planning system, voted in the Top 3 business models worldwide by CIM and now adopted by innovative companies like Linkedin and KPMG. He has just launched the SOSTAC® Certified Planners online portal www.sostac.org where professionals perfect their planning skills and become SOSTAC® Certified Planners.

Paul advises, trains and speaks to organisations across the world. Paul is chairman of Sri Lankan Golf. He is also founder of the Great Sportsmanship Programme an inspirational NFP edutainment programme which combines social media and short stories about sportsmanship to inspire youths to become a new generation of global citizens.


London (W1W 8SS)

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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