The Marketing Plan
Every time you leave school toward home you have a plan. On a sheet of paper draw and map or write step by step instructions from the school to your home.When finished, get a text book and read pages 37-41 about the marketing plan. Take notes of the sections of the plan as you read.
Class Discuss
Discuss the value of having a plan to achieve your desired goals.Elements of the Marketing Plan
- Executive Summary
- Situation Analysis
- Objectives
- Marketing Strategies
- Implementation
- Evaluation and Control
- Appendix
Group Application
- Work with a partner and create a marketing plan for a local business.
- Confirm with your teacher the business for which you are creating a marketing plan.
- Create a Google Doc that you can use to give your presentation.
- All sections from the textbook (above) must be addressed. (5 points each point, appendix optional for up to 5 bonus points, 5 points grammar and spelling, 5 points layout and neatness, 5 points effort = 45-50 points total)
- Be prepared to present/sell your marketing plan to the class next time.
- There is a written part and presentation part to this project.
Helpful Resources
- Click the link to see an actual sample marketing plan. Yours may not be this in-depth but you should cover the same sections.
- Click on the link to use a questionnaire to complete a strong marketing plan.
- This is a good sample from University of Tennessee. Check it out.
Marketing 1 Lesson
Review:
What is a SWOT Analysis?Today's Objective: Explain the basic elements of a marketing plan
What is a Marketing Plan?
Read pages 37-41:
Visual Literacy: Look at Figure 2.2 on page 38.
Compare:
1. How is a marketing plan similar to a road map?
2. How can a small business benefit from writing a marketing plan?
What are the elements of a Marketing Plan?
Recall:
3. What is the advantage of reading a marketing plan's executive summary?
List: 4. What criteria is necessary in composing a marketing objective?
Analyze: 5. Why must marketing objectives align with an organization's mission statement?
Analyze: 6. Why do you think that the company's mission is the first component under Objectives?
Recall: 7. What goes into the situation analysis?
Read about Marketing Strategies on page 39:
A marketing strategy identifies target markets and sets marketing mix choices that focus on those markets.
Recall: 8. What does the term key point of difference mean?
Apply: 9. What do all marketing strategies need to take into account?
Read about Implementation and Evaluation and Control on page 40:
Explain: 10. What is the meaning of implementation in the context of a marketing plan?
Analyze: Refer to Figure 2.2.
11. How are items B and C under implementation related to one another?
The Marketing Audit:
Evaluates a company's marketing objectives, strategies, budgets, organization, and performance.
Can be visualized as a circular pattern that continues through the three phases of the marketing process of planning, implementation, and control.
Ask yourself: Did we accomplish the objectives listed in the the marketing plan within the boundaries of the plan?
Because of the important feedback that a marketing audit provides, a company that regularly conducts marketing audits can be more flexible and responsive than a competitor that reviews its processes only every now and then.
Recall: 12. When does a marketing audit take place?
Analyze: 13. Why is it important for the audit to cover both areas that seem to be functioning well in addition to those that are not?
Synthesize: 14. How might a marketing plan go outside its boundaries?
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