By the end of this course, you should be able to:

1. Interpret how changing market and consumer conditions impact the business, the brand, and the marketing strategy.
2. Develop a comprehensive target audience segmentation analysis that will drive brand strategies and the marketing plan.
3. Develop a robust marketing strategy and tactical marketing plan that will align and deliver on the organizational vision, mission and objectives.
4. Confidently present a comprehensive business and marketing plan that will achieve the desired business objectives while increasing brand equity, customer brand affinity and business profitability.

1. Industry Analysis
• Identify and synthesize the organization’s core competencies, strengths, weaknesses, opportunities and threats.
2. Competitive Analysis
• Analyze competitive landscape.
• Identify strategic implications of competitive landscape.
3. Financial Insights
• Interpret financial data for a financial forecast.
• Draft a formal financial forecast for the business.
4. Target Audience Segmentation 
• Analyze customer data. 
• Prepare a customer profile/persona that clearly identifies the recommended customer segments. 
• Explain how the business is positioned to satisfy the segmentation strategy. 
5. Strategic Alternatives  
• Select strategic alternatives using sound decision criteria. 
6. Final Strategic Direction 
• Analyze unique alternatives to solve the case problem. 
• Present summary of key recommendations to Senior Management team to gain approval to proceed with a full implementation plan. 
7. Marketing and Brand Strategy 
• Identify strategic marketing priorities, brand strategy, marketing objectives and key milestones for the organization. 
• Provide supporting rationale for the strategic marketing direction. 
8. Tactical Marketing Plan 
• Build an implementation plan with key marketing tactics and corresponding budget requirements. 
• Create a change management plan. 
9. Presentation Practice Run 
• Prepare a comprehensive individual presentation slide deck on problem, alternatives considered, final recommendation, financial implications and marketing implementation plan. 
10. Final Plan Presentation 
• Prepare a comprehensive individual presentation slide deck on problem, alternatives considered, final recommendation, financial implications and marketing implementation plan. 
11. Post-Presentation Reflection 
• Reflect on personal progress and/or existing challenges in written format. 
• Reflect on how you have grown as a marketing leader from the CM Program. 
12. Wrap Up and Final Notes

Payment plan available to help you get started. Contact charteredmarketer@thecma.ca for more details.

Course Format:
CMA’s Summit course consists of twelve modules, each followed by a quiz, with a final assignment at the end of the course. On average, this course will take 70 hours to complete, and learners have six months from the date of enrollment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.

Course Weighting:

• Module Quizzes – 0%
• Summative Quiz – 100%

Pass Requirements:
Learners must receive an overall grade of 65% to pass the course.

We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed