SOSTAC® Principles

Course Overview

By the end of this course, you will know how to build an outline marketing plan using PR Smith’s SOSTAC® planning framework. Be confident about knowing what needs to go into a plan and see how it all fits together with an emphasis on the foundation of any good plan – the Situation Analysis – including Customer Insights.

We are delivering this programme via one day online interactive workshop facilitated by our expert subject tutor Sali Midjek-Conway and each course is introduced by PR Smith himself.

The course includes PR Smith’s SOSTAC® manual to assist with you studies. Assessment is via a one-hour online multiple choice exam.

Successful delegates will receive a SOSTAC® Principles Digital Badge and Certificate.

This training programme will take you through the six-step process required to get better results from your planning process. 

  • Situation Analysis – Where are we now, and what’s going on around us? 
  • Objectives – What are we aiming to do in line with corporate goals and objectives? 
  • Strategy – How might we get there? Which options are open to us based on our research and market knowledge? 
  • Tactics – How might we deliver our strategy? What is the best marketing or communications mix for us to use? 
  • Action – How can these tactics be implemented to the best effect, bearing in mind the resources available? 
  • Control – What and when do we measure in line with our SMART objectives? How do we know that we are succeeding? 

Unit 1

Aims of the module

Course and delegate introductions

Introduction to PR Smith’s SOSTAC® Planning Framework

Situation Analysis – Part 1

Module structure

  • Customers Analysis
  • Competitor Analysis
  • Your Strengths and Weaknesses
  • Company Analysis

Unit 2

Aims of the module

Situation Analysis  – Part 2

Module structure

Exploring the macro and micro environments.

Competitor and industry analysis.

Unit 3

Aims of the module

Objectives & Strategy

Module structure

Mapping marketing objectives against corporate objectives.

Choosing the right strategy for products and markets to achieve business growth.

Unit 4

Aims of the module

Tactics, Actions & Control

Module structure

Choosing the right combination of marketing mix to achieve marketing objectives.

Scheduling messaging and media for targeted audiences.

Measuring success against objectives.


Virtual Executive Masterclass: £300+VAT | (includes one free test re-sit if required) | No VAT is applicable to delegates outside the UK | (20% discount for existing nesma alumni) | In-house workshops onsite also available Please enquire with




7 hours


  • Virtual

Next Start Date

Wednesday 17 April 2024/Thursday 13 June 2024/Thursday 19 September 2024/ Thursday 14 November 2024
Contact Client Support for more details.

Assessment Method

1-hour multiple choice online choice (x 30 questions), open book (bring your notes and manual) online exam.

Entry Requirements

None – open to anyone (eg young/junior-level executives) but must be over the age of 18. 

For more experienced or qualified delegates please see our more advanced SOSTAC® Certified Planner programme.


Course Dates

Learning Options

Online Masterclasses: One-day virtual interactive masterclass. PR Smith will introduce each course.

You can book your place now!

For more information, please email

In-house workshops on-site are also available.

Need help deciding which course is right for you?
Call us on: +44 (0) 7734 222 254 or email: