Professional Academy's Marketing Theories Explained webinar series covers six core marketing frameworks, taking each one from foundational principles through to practical application. The series is designed for marketers at any level — whether building foundational knowledge, developing a more structured understanding of established models, or revisiting key frameworks to apply them more effectively in practice.
All six sessions are available to watch as recordings on the Professional Academy YouTube playlist. Each session is presented by Peter Sumpton, CIM examiner, Professional Academy tutor, and marketing consultant, who breaks down each model in a clear and applied way.
For a broader overview of marketing theory, visit the Marketing Theories page.
The Six Theories Covered
1. PESTLE Analysis
PESTLE analysis is a tool used by marketers to evaluate the macro (external) environmental factors that have an impact on an organisation. It covers Political, Economic, Social, Technological, Legal, and Environmental influences — providing a structured framework for understanding the broader context in which a business operates and identifying opportunities and threats before they materialise.
2. SWOT Analysis
A SWOT analysis explores internal strengths and weaknesses alongside external opportunities and threats, providing a clear and comprehensive picture of where an organisation currently stands and where it could be heading. It is one of the most widely used strategic planning tools in marketing and management and forms the basis for many strategic decisions.
3. The Marketing Mix
The Marketing Mix — commonly expressed as the 7 Ps — incorporates a set of recognised tactical elements that sit at the heart of any marketing strategy: product, price, promotion, place, people, process, and physical evidence. Understanding how each element interacts and can be optimised is fundamental to effective campaign planning and brand positioning.
4. The Communications Mix
The Communications Mix defines the specific tools and channels a business uses to communicate with customers and potential customers. A well-considered communications strategy will draw on all relevant elements of the mix — from advertising and PR to direct marketing and personal selling — to create an integrated, multi-channel approach that reinforces consistent messaging across every touchpoint.
5. The Consumer Decision-Making Process
Understanding how customers make purchasing decisions is central to effective marketing. The consumer decision-making process maps the journey a customer takes — from initial recognition of a need, through research and evaluation of options, to purchase and post-purchase review. Each stage represents an opportunity for a brand to influence the outcome, and a clear understanding of this process informs everything from content strategy to channel selection.
6. RABOSTIC Planning
RABOSTIC is a comprehensive marketing planning framework that provides a structured approach to developing and implementing marketing activities and campaigns. The acronym stands for Research, Analyse, Brief, Objectives, Strategy, Tactics, Implementation, and Control. It guides marketers through every stage of the planning process — from initial analysis through to measurement and evaluation — ensuring nothing is overlooked and that all activity is aligned with clearly defined objectives.
Watch the Series
All six sessions are available to watch on the Professional Academy YouTube playlist. Each recording provides a standalone introduction to the relevant theory, making it easy to watch in any order depending on areas of interest or immediate relevance.
How Professional Academy Supports Your Journey
These six marketing theories — and many more — are taught across Professional Academy's CIM marketing qualifications. Qualifications are available from Level 3 through to Level 7 and are delivered through blended learning with dedicated tutor support.
To find the right qualification for a current career stage and goals, use the Qualifications Navigator or book a call with the Professional Academy team.
