Marketing Planning and Practice
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Week8WebinarThecontrolsectionoftheplan.pptxMarketing Planning and Practice UMKDQD-15-2 Week 8 Webinar
Presented by
Michelle Jackson/Mike Healey
w/c 12 April 2021
Plan for Today’s Webinar
This webinar considers the final section of the report and how to cover implementation, monitoring and measurement to control your plan
Opportunity for any questions arising from the webinar or general questions around the module
Control of the Plan
In this final section of the marketing plan you will show how you will control your plan
Involves:
Implementation
Monitoring
Measurements
Control of the Plan
Final section should c500 words
Can be split as you think appropriate
Must cover all areas of control for the marketing plan
Implementation
Monitoring
Measurement
Implementation
Implementation is the process of putting a decision or plan into effect
Execution of the marketing plan
Specific actions that will ensure the marketing objectives are achieved
Is there anything that might prevent your plan from being implemented?
The inclusion of a Gantt chart to show the planned timetable of activity
Monitoring
How will the plan be monitored?
An indication of how frequently you will check on your plan – links with measurement
More frequently for social media
Sales figures weekly/monthly
Brand awareness/salience less frequently
Who will be monitoring the plan?
Marketing manager/brand manager
Measuring
Which measurements/metrics will be used to meet the objectives set?
Which measures can be used for the activities in the tactics section?
Can use a table format if that helps (still counts towards your overall word count)
Example:
| Activity | Measure |
| Obj 1: Sales | Internal figures |
| Obj 2: Brand awareness | Consumer research |
| Facebook campaign | Likes, shares |
Hard versus Soft Controls
Quantitative controls assess performance and cost effectiveness according to hard facts
Objective
Sales analysis
Market share analysis
Qualitative controls
Customer surveys
In-house customer panel
Evaluate how customers feel not only about the business’s products and services, but about the business as a whole.
Subjective
Brand engagement
Brand awareness
Soft controls aren’t as clearly measured as hard (quantitative) ones.
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Overview of the Control Section
Implementation, monitoring, measurement (control) gets a pretty poor deal in the planning process
Final item in a list of essential marketing plan elements downplays its importance.
Not required to propose a budget - acknowledge that there will be costs involved
Next Week
We will consider the next section of the marketing plan – the reflection on marketing planning
This will conclude the marketing plan report
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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.
