Marketing Planning and Practice
aman_2910Marketing Planning and Practice UMKDQD-15-2 Week 2 Lecture 2.1 Structure of the Marketing Plan
Presented by
Michelle Jackson
Module Leader
w/c 15 February 2021
Structure of a Marketing Plan
There is similarity between models of marketing planning
For the purpose of this assessment we recommend following a classic model of marketing planning
The process is clear and each stage follows in a linear fashion from the previous
Structuring Your Plan
The structure of the brief will be discussed in the tutorial this week
Content will be covered in the webinar sessions too (Background)
The brief is there to help you follow the process
All sections are important – refer to the marking criteria also in the brief
The Planning Process
Clear, linear process
Important to make links between sections
Each section must be covered
Business Mission
Marketing Audit
SWOT Analysis
Marketing Objectives
Control
Core Strategy
Competitive Advantage
Marketing Mix Decisions
Organisation and Implementation
Where are we now?
Where do we want to be?
How will we get there?
How can we make sure we arrive?
Insight (Situation analysis)
Strategy
Objectives
Tactics
Control and Measurement
The Assignment Brief
Follow this carefully
Marking criteria and marking grid will show you where to focus your word count
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