Marketing Planning and Practice
aman_2910Marketing 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?