Marketing Planning and Practice
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Week2Lecture2.1RoleofMarketingPlanning.pptxMarketing Planning and Practice UMKDQD-15-2 Week 2 Lecture 2.1 Role of Marketing Planning
Presented by
Michelle Jackson
Module Leader
w/c 15 February 2021
Role of Marketing Planning
Follows from corporate planning process (objectives, strategies)
Written working document
Directs and co-ordinates marketing activities
Resource management
Future focused
Good planning is convincing not ‘right’
Planning precedes activity. Businesses cannot operate in a haphazard fashion – planning is essential.
2
What is Marketing Planning?
“Marketing planning is the structured process that leads to a coordinated set of marketing decisions and actions, for a specific organisation and over a specific period.”
Burk-Woods (2007)
“The process of defining how and when future actions must be taken to achieve a pre-determined outcome.”
Little & Marandi (2003)
Marketing Planning
Concerned with medium-term, operational performance
Achieving a sustainable competitive advantage
A method of resource allocation
The marketing plan is the central instrument for directing and coordinating the marketing effort (Kotler & Keller, 2012:58).
Marketing planning must be integrated into the corporate planning process; it is not a stand-alone activity.
Resource – materials, labour, equipment, management time, budget
No organisation has infinite resources.
Sequential, cyclical and iterative process. Students should be aware that the planning process is iterative in that it looks backwards and forwards in time and is not a straight extrapolation of the current situation. In addition there is a continual need for consultation in order to balance conflicting and competing priorities. Remember – there is no one right objective or strategy. There will always be a choice to be made.
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Marketing Planning in Practice
Annual event (for most) though this can vary
Your plans should cover one year unless there is a reason for a different time-frame
Need for information
Not too little
Not too much
`Good’ information
Use of traditional planning is only reliable if the future is to be the same as the past or the present
