marketing plan: introduction

Marketing Plan: Introduction 1. Marketing Plan – how to write one and the purpose 2. Executive summary – what is it 3. Learning outcome 1. Demonstrate an understanding of debates and key issues in relation to commercial applications of social media 2. Critically apply theoretical considerations to your own use of social media. 1

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Marketing Plan: Introduction

1. Marketing Plan – how to write one and the purpose

2. Executive summary – what is it

3. Learning outcome 1. Demonstrate an understanding of debates and key issues in relation to commercial applications of social media

2. Critically apply theoretical considerations to your own use of social media.

The Plan

1. Plan – establishes, directs and coordinates marketing programmes and activities

2. Assesses the market place and how it affects the overall business

3. The plan contains:-

- information about the company,

- Products and services,

- marketing objectives,

- Marketing strategies

- measuring success of marketing activities

Elements of the plan

1. Executive summary

2. Summarises major features and recommendations of plan

3. E.g. http://www.mediaandculturalstudies.co.uk/my-online-journal-articles/

http://www.mediaandculturalstudies.co.uk/my-online-journal-articles/

Mission statement/objectives

1. The enduring purpose of what the marketing plan is trying to achieve

2. Company objectives- Be specific – clear, measurable, timetabled

Team Description1. Who will deliver the plan

2. Skills and capabilities

Current market conditions/trends

1. Market trends and dynamics

2. Macroeconomic trends

3. E.g. technological developments

4. E.g. Government regulation

Target market/description

1. Specific target market

2. Detailed market segmentation

3. Size of the target market – growing/shrinking/static?

4. Characteristics of customers

5. Buying habits

6. Primary market

Competitor analysis

1. Existing and potential competition

2. Description of competitors in detail

SWOT analysis• Strengths/weaknesses/opportunities/threats

Marketing Mix and positioning1. Clear marketing objectives (measurable/timetabled)

2. Positioning of the product/service

3. Needs and desires of customers

Benefits of service/product

1. Benefits of product/service

2. Features

3. Emotional benefits

4. Dialogue with customers

5. Pricing strategies

Advertising1. Successful promotional strategy

2. Where to advertise and how

3. Sponsorship

4. Logos etc.

Distribution

• How to sell and distribute the product/service

• Sold directly/indirectly?

Summary

• Elements of the marketing plan

• Important in relation to promoting your business

• The executive summary – important for all reports (not just marketing ones)

• Learning outcome 1. Demonstrate an understanding of debates and key issues in relation to commercial applications of social media

• Skills for Employability: Ideas about report writing, practical and knowledge about marketing theories.

References

• Brassington, F. and Pettitt, S. (2013) Essentials of Marketing. 3rd edition. Harlow: Pearson Education Ltd.

• Kim, C.M. (2016) Social Media Campaigns. Oxon, Routledge.

• McStay, A. (2016) Digital Advertising. London, Palgrave.

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