Marketing Planning and Practice
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Marketing Planning and Practice UMKDQD-15-2 Week 2 Webinar
Presented by
Michelle Jackson/Mike Healey
w/c 15 February 2021
Plan for Today’s Webinar
Questions arising from week 1
Writing the background section
Starting your research
Opportunity for any questions arising from the webinar or general questions around the module
Starting Your Research
This weeks lecture covered the typical structure of a marketing plan and its components as well as introducing you to what we mean by insight
The tutorial session focuses on the structure for your assignment and one of the key models (PESTEL)
This webinar will now give you some guidance on actually getting started
Structure of the Marketing Plan
Have you made your decision?
Once you have you can make a start on your plan
You are going to spend a considerable amount of time researching and writing about this brand/organisation and its industry sector so ensure you’re happy with your final choice
Just a reminder - please do not approach any of these organisations for information
Where to Start?
Important to make a start on your plan quickly
The module is structured to follow the format of a typical marketing plan
Lose the relevance of each section if you don’t start soon
Aside from title page and contents – this begins with an overview of your chosen company
What might you want to include?
Whiteboard
To write on the whiteboard
Click on the text tool (T)
Change colour of your words by clicking on the colour tool (coloured dot appear next to the T)
Click on a space on the whiteboard (a text box will appear)
Type – then press enter
Organisation Background
Keep it brief – around 100 words
Why?
This information is important to include but doesn’t attract marks
Does set some context which the important ‘insight’ section builds upon
Need to research
Following the background comes the insight…
Conducting an Insight Analysis
Important to make a start on your plan quickly
The insight section will take you around 2-3 weeks to write
Don’t rush this section (worth 30% of marks)
Around 1000 words
You will need to organise your findings to make sense of these
Justify your insight with supporting sources to add credibility to your points
What Will Good Research Do?
Provide a broad overview
Set the market context
Give an indication of market size
Identify who’s who – i.e. market structure
Profile competitors – look at the main ones as well as your chosen brand
Indicate trends
Choosing Your Sources: Types
Research from a wide variety of sources
Trade journals
Market reports
Statistics
News articles
Financial reports
Social media
Identify at least one example for each of these sources - Trade journals, Market reports, Statistics, News articles, Financial reports, Social media
You have 5 minutes to make your own notes.
Then I’ll go through the list and ask you for examples – please use the chat box at that point for your answers
What Else Might Be Useful?
See what government bodies are relevant
Industry/Trade body (institution) – there may be more than one
Research Institute related to the industry
Management Consultancy/Leading Company reports
May publish industry overview report
Look for areas of expertise
Organising Your Research
It is likely you will have too much content for the word count for the insight section
Need to organise your findings – how you do this is up to you
Consider using a mind map to help
Structuring The Insight Section
Up to you how you structure the section
By classic audit sections (macro-/micro-environment)
By theme
By challenge/opportunity
Use sub-headings if you wish
Be selective about what you include – too little looks like you haven’t been thorough; too much will lack depth
Ideally include both opportunities and challenges
Supporting models (in appendices)
Next Week
Read/listen to the video of the lectures before your tutorial/webinar each week
Aim to have written your ‘background’ paragraph
Continue with your insight section – we will be reviewing a model for the micro-environmental analysis
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Any Questions?
You can stay with the webinar session if you have questions (audio is preferred but you can use the chat box too).
If not please feel free to leave the session. There will be opportunities to ask questions at the end of every webinar session.