Marketing Planning and Practice

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Week2Lecture2.2StructureoftheMarketingPlan.pptx

Marketing 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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