Marketing Planning and Practice

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Week7Lecture7.2Usingmeasurementintheplan.pptx

Marketing Planning and Practice UMKDQD-15-2 Week 7 Lecture 7.2

Presented by

Michelle Jackson

Module Leader

w/c 22 March 2021

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?

Situation analysis

Strategy

Objectives

Tactics

Implementation

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Strategic planning is to shape and reshape the company's businesses and products so that they yield target profits and growth (Kotler). Marketing Objectives and strategy identify how this will happen. Tactic is an action you take to execute the strategy – 7Ps.

The Assignment Brief

Requirements for The Marketing Plan (Component A)

Implementation, monitoring and measurement help us control the plan and these areas conclude the marketing plan

Specific measures that’s could be used will be covered in the webinar

Word count for the control section of the plan is c500 words

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Measuring

Which measurements/metrics will be used to meet the objectives set?

Essential that all proposed activities in the tactics section are measured

Include hard and soft measurements dependent upon your plan

Can use a table format if that helps

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Measuring

Make sure that you are measuring all your planned tactical activity – these should be included within the measurement section.

Refer back to the objectives set – how will you be measuring these?

Measurement (as part of the overall control) helps us do it better next time

Assumptions are important – based on the information available to you (explain the basis for the assumption)

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