Marketing Planning (Byte Size)
In this course, we concentrate on strategy and planning. We explore how the ideas we investigated earlier of the marketing mix, research methods and organisational issues related to marketing can be brought together into a unified whole, implemented and controlled in a way to ensure that organisational business objectives can be met. In the first part of the course, we clarify these terms. Then we concentrate on marketing strategy and some useful tools for devising, delivering and evaluating the success of strategy.
Finally we look at the key issues of marketing planning and explore how to make planning work, emphasising the importance of control in the planning process and implementation issues.
By the end of this course you will be able to:
detail the specific steps in developing a marketing plan, and list the key topic headings in a marketing plan
identify the elements of a marketing audit, and apply them in given settings
identify a range of marketing objectives
detail the role of portfolio models and the Ansoff matrix as frameworks for identifying and evaluating strategic options
distinguish between strategy and tactics
define appropriate measures of marketing control in given settings.