Marketing Planning and Practice
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Week6Lecture6.1TheMarketingMix.pptxMarketing Planning and Practice UMKDQD-15-2 Week 6 Lecture 6.1
Presented by
Michelle Jackson
Module Leader
w/c 15 March 2021
The Plan for This Week
The lectures will review where we are with the plan and explain the role of marketing tactics
Outline the elements of the marketing mix
The tutorial will apply some elements of the marketing mix
The webinar will focus on traditional versus digital tactics
2
Where Are We?
Introduction overview of the organisation
Insight
Key issues taken from your macro analysis
Key factors from your micro analysis
Some understanding of the chosen organisation’s strengths and weaknesses versus its competition (for example, position in the market)
Range of sources
3
Where Are We?
Choose ONE challenge or opportunity to focus on for the marketing plan. Justify your choice.
Write 2 SMART marketing objectives which relate to that challenge/opportunity
Identify and justify a proposed strategy
The tactics to achieve the objectives and strategy
4
The Assignment Brief
Business Mission
Marketing Audit
SWOT Analysis
Marketing Objectives
Control
Core Strategy
Competitive Advantage
Marketing Mix Decisions
Organisation and Implementation
The Marketing Planning Process – A Synoptic model (Jobber 2007)
Where are we now?
Where do we want to be?
How will we get there?
How can we make sure we arrive?
Situation analysis
Strategy
Objectives
Tactics
Implementation
6
Tactic is an action you take to execute the strategy – 7Ps.
Tactics in the Marketing Plan
It is essential that you consider ALL elements of the marketing mix within your marketing plan
However, you don’t have to apply them all
If an element does not change (for example there is no change in the product itself) then briefly explain why and concentrate on the other 7Ps that do change
You must clearly state why they aren’t relevant
The objectives, strategy, tactics section should be c1000 words
