Marketing Planning and Practice
aman_2910Marketing 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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