Post on 19-Dec-2021
transcript
Marketing Plan: Introduction
1. Marketing Plan – how to write one and the purpose
2. Executive summary – what is it
3. Learning outcome 1. Demonstrate an understanding of debates and key issues in relation to commercial applications of social media
2. Critically apply theoretical considerations to your own use of social media.
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The Plan
1. Plan – establishes, directs and coordinates marketing programmes and activities
2. Assesses the market place and how it affects the overall business
3. The plan contains:-
- information about the company,
- Products and services,
- marketing objectives,
- Marketing strategies
- measuring success of marketing activities
Elements of the plan
1. Executive summary
2. Summarises major features and recommendations of plan
3. E.g. http://www.mediaandculturalstudies.co.uk/my-online-journal-articles/
Mission statement/objectives
1. The enduring purpose of what the marketing plan is trying to achieve
2. Company objectives- Be specific – clear, measurable, timetabled
Current market conditions/trends
1. Market trends and dynamics
2. Macroeconomic trends
3. E.g. technological developments
4. E.g. Government regulation
Target market/description
1. Specific target market
2. Detailed market segmentation
3. Size of the target market – growing/shrinking/static?
4. Characteristics of customers
5. Buying habits
6. Primary market
Marketing Mix and positioning1. Clear marketing objectives (measurable/timetabled)
2. Positioning of the product/service
3. Needs and desires of customers
Benefits of service/product
1. Benefits of product/service
2. Features
3. Emotional benefits
4. Dialogue with customers
5. Pricing strategies
Advertising1. Successful promotional strategy
2. Where to advertise and how
3. Sponsorship
4. Logos etc.
Summary
• Elements of the marketing plan
• Important in relation to promoting your business
• The executive summary – important for all reports (not just marketing ones)
• Learning outcome 1. Demonstrate an understanding of debates and key issues in relation to commercial applications of social media
• Skills for Employability: Ideas about report writing, practical and knowledge about marketing theories.