Marketing Planning and Practice
Marketing Planning and Practice UMKDQD-15-2 Week 4 Lecture 4.2
Presented by
Michelle Jackson
Module Leader
w/c 1 March 2021
Developing an Aim into an Objective
Aims/goals need to be developed into quantifiable and measurable objectives
These should be SMART
Writing Objectives
The assignment brief specifically requires that you write two objectives
Practice writing objectives in the webinar
Timescale for your plan: 1 year
SMART Objectives
Specific - should be succinct and provide clarity as to what is to be achieved
Measurable - should identify targets that can be measured and monitored
Agreed/attainable - should be challenging but achievable
Realistic - based on sound research. Achievable given the resources available
Time-bound - timescale for achievement of the objective
SMART objectives are realistic and quantifiable.
Specific – what metric you want to improve upon
Measurable – x% change
Agreed/achievable/attainable – base on the organisations own analytics, don’t over-reach
Realistic/relevant – relates to organisational goals, current trends
Timescale – deadlines keep focus on the target
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Example Objectives
Achieve a market share of 35% for Brand A by November 2021 from 32% (2020)
Increase company sales by 25% by October 2021 (from x to y)
Increase the percentage of customers who rate us as ‘excellent’ from 80% to 85% by December 2021
Increase NSS student satisfaction results from 85% (2020) to 90% in 2021
Marketing Communication Objectives
Marketing Communication objectives relate to goals of a promotional programme
Awareness, knowledge, image, attitudes
Increase web traffic to Company marketing pages by 10% between January and April 2022
How do you know that is the right route to achieving your objective?
This is more related to tactics (operational)
The brief identifies the aim to try to avoid writing marketing communications objectives where they should be marketing objectives. MarComms objectives relate to advertising, personal selling, PR, direct marketing or sales promotional programme.
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