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Marketing Plan Development and Annual Marketing Calendar

Many organisations run marketing activity as a series of disconnected tactics with no plan tying spend to objectives. This programme walks marketers through building a complete annual marketing plan, from situation analysis and objectives to budgets, channels and a month by month calendar. It is grounded in the realities of African markets, where budgets are tight and every campaign must earn its keep.

What you will be able to do

  • Conduct a situation analysis covering market, competitors, customers and internal capability.
  • Set marketing objectives that link clearly to business and revenue goals.
  • Select and prioritise channels appropriate to the target audience and budget.
  • Build a realistic marketing budget and allocate spend across the year.
  • Construct a month by month marketing calendar with owners and deadlines.
  • Establish metrics and review rhythms to keep the plan on track.

Course outline

  1. 01The role and structure of a marketing plan
  2. 02Situation analysis and market assessment
  3. 03Setting objectives and defining the audience
  4. 04Channel strategy and the marketing mix
  5. 05Budgeting and resource allocation
  6. 06Building the annual marketing calendar
  7. 07Metrics, dashboards and review cycles
  8. 08Presenting and gaining approval for the plan

Who should attend

Marketing managers, marketing coordinators, small business owners and those newly responsible for planning and running an organisation's marketing over a full year.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 21 Aug 2026Dar es Salaam5US$1,800
24 to 28 Aug 2026Pretoria5R18,000
31 Aug to 4 Sep 2026Cape Town5R18,000
14 to 18 Sep 2026Online5US$900
21 to 25 Sep 2026Mozambique5US$1,800
28 Sep to 2 Oct 2026Cairo5US$1,800
5 to 9 Oct 2026Accra5US$1,800
12 to 16 Oct 2026Lusaka5US$1,800
19 to 23 Oct 2026Kigali5US$1,800
26 to 30 Oct 2026Nairobi5US$1,800
2 to 6 Nov 2026Durban5R18,000
9 to 13 Nov 2026Johannesburg5R18,000
23 to 27 Nov 2026Mauritius5US$1,800
30 Nov to 4 Dec 2026Dubai5US$1,800
7 to 11 Dec 2026Lagos5US$1,800
14 to 18 Dec 2026Harare5US$1,800
21 to 25 Dec 2026Kampala5US$1,800

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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