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As we prepare to move our content to our new website this summer, we're turning off the ability to sign in on and

To ensure members can still access everything they need, member content will be available to all users until the end of July.

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How to develop a better marketing plan

This page is free to all
Having a marketing-oriented organisation can help you meet the needs of your supporters, beneficiaries and stakeholders in the most cost-effective way. Learn how to develop a better marketing plan by using PR Smith's SOSTAC® model which stands for situation analysis, objectives, strategy, tactics, actions and controls.

Course structure

  • Introduction to SOSTAC®; situation analysis
  • Objectives and strategy
  • Tactics
  • Actions and controls

Learning outcomes

By the end of the course you will have:

  • gained a good understanding of the principles of marketing
  • been able to apply the marketing mix to your organisation
  • have completed elements of the SOSTAC® model
  • identified areas/gaps for further research to support your plan.

Still not sure? Watch a preview!

Further resources

Here are the resources you can download upon purchase of this course:

  • SWOT analysis template
  • PESTLE analysis template
  • Applying the 8Ps of the marketing mix

Find out about your trainer

Beth's previous experience in business development and strategic advice for large national charities gives her a great perspective when advising organisations in sustainable funding. Her specialisms are business planning, marketing, fundraising portfolio analysis and new product development to attract and retain new audiences. Beth holds a BSc in Equine Science and Business Studies, the Chartered Institute of Marketing's Diploma in Communications, Advertising and Marketing and she is currently studying for an MSc in Voluntary Sector Management at Cass Business School.

Got a question or need more help?

Further references

Smith, PR (2011) SOSTAC® Guide To Writing The Perfect Plan (eBook) published by PR Smith’s SOSTAC® is a registered trademark of PR Smith.

Page last edited Jan 27, 2021

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Face-to-face training

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See our events listing for dates.