Marketing Planning and Practice
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Week2Lecture2.3WhatisInsight.pptxMarketing Planning and Practice UMKDQD-15-2 Week 2 Lecture 2.3 What is Insight?
Presented by
Michelle Jackson
Module Leader
w/c 15 February 2021
What is ‘Insight’?
Understanding and opinion gained from thorough, discriminative analysis
Information, including data
Knowledge
Context
Perceptions
Requires judgement skills
Gain meaning from a sound understanding of an area of study.
Information on the organisation and the industry which may be gained from data, though not exclusively.
General knowledge as well as the context in which the industry/organisation operates (the environment, for example).
Customer, consumer views as well as those of non-users
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The Importance of Insight Analysis
Highlights the important factors and key issues facing the organisation
Considers the ‘where we are now’ part of the planning process model
When you have large amount of information
Selective and concise
Business Mission
Marketing Audit
Where are we now?
Insight (Situation analysis)
SWOT Analysis
Additional Reading
It is essential that you read and research widely
Marketing theory and concepts
Marketing tools
Industry and organisational background
On Blackboard under the Reading List section, there are marketing plan guidance/templates from the CIM. These have been added as supporting information only.
