Marketing Planning and Practice

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Week8Lecture8.1Controllingtheplan.pptx

Marketing Planning and Practice UMKDQD-15-2 Week 8 Lecture 8.1

Presented by

Michelle Jackson

Module Leader

w/c 12 April 2021

The Plan for This Week

The lectures discuss the importance of controlling marketing plans

The webinar will explain how to conclude the marketing plan

This links with measures (week 7)

The tutorial covers the conclusion of the marketing plan element

2

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

3

The Assignment Brief

Control: Implementation, Monitoring and Measurement

The final section of the marketing plan

c500 words

Essential to any marketing plan

Explains how the plan will be managed

Tactics explained what you are going to do

Links with measurement as the ways we evaluate and control our marketing plans

5

Why Control?

Without marketing control you can’t determine whether your marketing plan is leading to the performance you and your organisation expect

With marketing control you can see exactly where and when results fall short of or exceed expectations.

Then come to a decision about the action you will take.

Improves internal learning and decision-making

Control

Implementation

Monitoring

Measurement

Control

Determines the behaviour of, or supervises, the running of the marketing plan

Control – strategic and operational level

The use of marketing control assumes that the organisation is able and willing to make changes after implementing the plan

Control

Supervision of the running of the plan

Takes into account factors that might affect the outcome

Operational level

Inextricably linked with implementation

What are you measuring? Who is measuring? How often?

Qualitative as well as quantitative ones

Why Control?

Control points/calculations are often set at regular intervals throughout implementation as a proactive, precautionary measure

Allow marketing teams to modify action steps and take corrective action

Where we are now

Where we want to be

Are we on track?

Are we on track?

Are we on track?