Watch Intro Video


Mark Cardwell Instructor, provides an overview of the course. 2 min.

"Learn the process of marketing planning and, you'll understand your business and customers better than ever." - Mark Cardwell, Instructor

Registration: $75.00. Register at any time and start right away.

What is the Essentials of Marketing Planning course?

Basically, a 10-module course that teaches comprehensive marketing planning, principles, and process. But the course is more than that...

  • It's engaging lectures that combine theory with real-world practice.
  • It's an accessible curriculum taught in everyday language suitable for any learning level. 
  • It's a challenging course that leaves learners proud of their accomplishments upon completion. 
  • It's a growing community of graduates to which learners can connect and network.

How long does it take to complete the course?

The course is designed to be completed in 10 weeks. A new module is released upon the completion of the previous one. The video lectures roughly total 15 minutes each. Learners are encouraged to spend at least 1 hour on study time and assignments outside of the course each week.  

Who is the course for?

This course is designed specifically for small business owners and small to mid-sized nonprofit organizations with limited time and resources. Participants are not likely to have a multi-tiered marketing department or the budget with which to create one.

Course Costs

Registration: $75.00

Register at any time via the links on this page and you will be contacted directly regarding enrollment next steps. Email any questions to: [email protected]

Course Fee: $623.00

Flexible payment plans are available. Discounts and scholarships are available. 

Inquire via email to: [email protected]

What is the course ‘experience’ like?

Module materials are presented via pre-recorded lectures using slides. Additional items needed such as worksheets and templates will also be provided per module.

Course Promise

To provide learners with the confidence and know-how they need to make better marketing decisions for their businesses. 

Certificates of Completion.

Learners that successfully complete the course will each receive a signed certificate of completion.

One-on-One Consultation.

Weekly individual consultations are available and encouraged to cover any questions and also to help students apply the learning to their specific marketing situations. 

Course Curriculum

10 Modules

  • 1

    Welcome to the course!

    • A message from the instructor

    • What is marketing?

    • A quick survey

    • Schedule a One-on One with the Instructor

  • 2

    Understanding the Business

    • A well-designed business model can be instrumental in helping small business owners in structuring a business concept, plan, pitch deck, or business situation summary.

    • Schedule a One-on-One with the Instructor

  • 3

    Market Research and Target Market Development

    • The next step in essential marketing planning involves researching to understand your market and your target consumer inside of it.

    • Understand how to define your Target Customer by Demographic Profile

    • How to create a Competitive Analysis

    • Schedule a One-on-One with the Instructor

  • 4

    Persona Development

    • The next step in essential marketing planning involves using your market research and target market data to create a fictional Buyer Persona.

    • Schedule a One-on-One with the Instructor

  • 5

    Value Proposition Development

    • How the Value Proposition is presented as a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service.

    • Schedule a One-on-One with the Instructor

  • 6

    Branding Development

    • How the Brand is a promise made to the consumer to deliver certain tangible and intangible value each time they buy the brand product.

    • Schedule a One-on-One with the Instructor

  • 7

    Communications Plan Development

    • How a Strategic Communication Plan outlines the problem to be addressed, the key messages to be conveyed to the target audiences and the methods to be used. (email, news article, social media, digital signage, open forum).

    • 7 Key elements to an effective strategic communications plan.

    • Schedule a One-on-One with the Instructor

  • 8

    Marketing Strategy Development

    • How the Marketing Strategy is a business's overall game plan for reaching prospective consumers and turning them into customers of their products or services.

    • Schedule a One-on-One with the Instructor

  • 9

    Marketing Budget Management

    • How the Marketing Budget is an estimation of the costs that will be required to promote the business and its products or services.

    • Schedule a One-on-One with the Instructor

  • 10

    Marketing Plan Implementation

    • How to turn strategy, marketing budget and timing into tactics and tactics into ACTION!

    • Schedule a One-on-One with the Instructor

  • 11

    Measurement and Evaluation

    • How Measurement and Evaluation are critical to understanding if goals are being met and if changes are needed.

    • Schedule a One-on-One with the Instructor

Do you have questions?

We have answers. Schedule a call.


Graduates of the course


Esther Sands, Fashion Designer

Taking this course has helped me understand how to build better relationships and put my brand forward. The class is amazing and so is the person that teaches it. I am able to use what I've learned for my business each day.

Just do it!

Regina Alhassan, Philanthropy Expert

As a result of going through this course I was able to land a HUGE client! I gladly encourage other small business owners to take this course. Take the time to invest in yourself and the process. The course pushed me to implement excellent theories and practices. So I say just do it!

Get to the Next Level!

Cathleen Gillette, Artist

I took this course to help me figure out my marketing and branding. It really helped provide me with a map and was the guidance I desperately needed. If you are trying to get your business to the next level, you should take this course!

I'm Better Positioned

Coby Williams, Public Affairs Consultant

I've been very fortunate to have a nice steam of opportunities come my way, half by invitation. I have no doubt I'm better positioned because of your courses and I'm just getting started. New Reach has been able to avoid being a chameleon consulting firm and knows what it is and for who.

Improve Your Messaging!

Dr. Connie DeJong, Fairtrade Retailer

I would say anyone who wants to make sure that their message is heard clearly by the their target customer should take this course. You will definitely improve your messaging - as did I!

Very Impactful!

Shelley Whalen, Executive Director

I think one of the greatest benefits of this course is that in a relatively short period of time we recieved a great deal of information delivered in clear everyday lanquage. Plus the insights we gained on learning to see our funders as customers was very impactful.

Highly Recommended!

Alissa Head, Executive Director

Our Marketing Team learned so much from the Essentials of Marketing Planning Course. It helped us approach our marketing in a brand new way, and guided us on how to reach and develop relationships with our ideal customers. This isn’t a one-size-fits-all marketing training. It’s customized to help you understand how marketing can be designed to best fit your business. Highly recommended!

Join the course!

Enroll in the Essentials of Marketing Planning course today!


  • How much time will this course take?

    While the course is self paced it is recommended that each module be completed weekly.

  • Will this course continue to be updated?

    Periodically the course will undergo some updating. New examples and lectures will be uploaded.

  • What is your refund policy?

    This course has a 14 day refund policy. That means if you decide that this course is not for you, please request your refund within 2 weeks of the course’s start date. After that, the fee is non-refundable.