- To deepen understanding of the importance of marketing planning for business performance
- To show students how to prepare a marketing plan based on the integration of marketing knowledge.
- To develop competences for a systematic approach toward marketing planning.
- To guide students step by step from the analysis (Where are we?) through objectives (Where do we want to go?) to strategies and tactics (How will we get there?).
- To impart the need for a careful and critical analysis as a necessary basis for a good marketing planning.
- Encourage creativity in developing marketing strategies.

1. Navigating the marketing planning process
2. Analysis of macro environment
3. Analysis of micro environment
4. SWOT analysis
5. Strategic guidelines – choosing the right direction
6. Setting objectives
7. Crafting a positioning strategy – creating competitive advantage
8. Crafting an integrated marketing mix – marketing strategies and tactics in the digital age
9. Ethics in marketing
10. Resources, timing and responsibilities
11. Monitoring the marketing plan's implementation