Marketing Plan

Scan the marketplace and identify a product or service that you feel would benefit from a marketing plan. Lastly, develop draft content for the Objectives section of your plan. Keep in mind that you will be building on the draft plan throughout the term.

Module 1 Deliverables
Develop a Marketing Plan Outline
Research a product or service and create a draft of the marketing objectives and key issues

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In Module 2, complete a draft of the Current Marketing Situation section of your Marketing Plan by highlighting the market, customer solution (i.e., product/service review), competition, and distribution review.

In Module 3, complete a SWOT analysis to include the strengths, weaknesses, opportunities, and threats the product or service may face.

In Module 4, develop draft content for the Product (or Service) strategy section of your marketing plan.

In Module 5, develop draft content for the pricing section of your marketing plan.

In Module 6, develop draft content for the value delivery network and distribution section of your marketing plan.

In Module 7, develop draft content for the promotion section of your marketing plan.

In Module 8, develop the specific actions that address the following questions:

What will be done?
When will it be done?
Who will do it?
How much will it cost?
While on the topic of expenses, provide draft content on the supporting budget necessary to carry out marketing efforts.

You should now have a complete draft of your marketing plan. Thoroughly review your draft sections of your plan and make any revisions as necessary.

Is the marketing mix strategy congruent? Do the tactical actions support the strategic focus of the brand? Are the communications integrated and aligned with marketing mix elements?

Bottom Line: ensure that there is alignment between the organization’s mission, the marketing mix strategy, and actionable items.

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