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R/618/5033: How the strategic marketing plan links with the overall organisational mission: Business level 4 – Marketing Process & Planning Assignment, UK
|University||University of Birmingham (UoB)|
|Subject||R/618/5033: Business level 4 - Marketing Process & Planning|
Activity 1 – (LO1 to LO4) – Guidance
- In producing the marketing plan, you will need to address the following areas.
- How the strategic marketing plan links with the overall organisational mission, corporate strategy and objectives.
- Clear and SMART marketing objectives.
- Marketing research to support the new product line launch.
- A situational analysis: making use of appropriate analytical tools including SWOT, Pestle and 5C analysis.
- Development of the marketing strategies applied to the extended marketing mix.
- Setting of an overall marketing budget, for offline and online platfroms.
- Tactical actions
- Identifying appropriate control and monitoring measures to ensure achievement of objectives including metrics to measure success such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV). A comprehensive media plan that supports the planned marketing campaign, this will include:
- A media budget
- Recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives appropriate digital, offline and social media channels for communication • full justification for a multi-media plan based on quantitative and qualitative criteria.
- Our marketing plan also needs to incorporate a media plan as part of the overall marketing campaign which needs to presented to the management.
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