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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