Writing a Marketing Plan: Phase 1


Overview/Description
Target Audience
Expected Duration
Lesson Objectives
Course Number


Overview/Description
This course will define the marketing plan, types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then, you'll complete a situational analysis that evaluates the overall market, industry, internal and competitive factors pertinent to your product or service. Finally, you'll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan.

Target Audience
Managers, Supervisors, Coaches

Expected Duration (hours)
3.0

Lesson Objectives

Foundations of the Marketing Plan

  • recognize the benefits of writing a highly developed marketing plan.
  • select descriptions that explain what a marketing plan is.
  • identify benefits of the marketing plan.
  • identify the two types of marketing plans.
  • identify the focuses of tactical and strategic planning.

    • Getting Started

  • recognize the importance of the key elements in a marketing plan.
  • select statements that describe effective marketing objectives.
  • identify the guidelines for ensuring objectives benefit your organization.
  • identify the introductory elements of the marketing plan.
  • select statements that define the premise of a marketing plan.

    • Situational Analysis

  • recognize the importance of performing a situational analysis.
  • identify the information needed to evaluate the overall market and industry, as part of the situational analysis.
  • identify elements of an effective competitive analysis.
  • identify the stages of the product life cycle as they pertain to the situational analysis.

    • The SWOT Formula

  • recognize the value of conducting a SWOT analysis.
  • identify ways to determine organizational strengths.
  • select statements that describe the weaknesses portion of the SWOT analysis.
  • select statements that define the opportunities portion of the SWOT analysis.
  • select statements that define the threats portion of the SWOT analysis.

    • Course Number:
    MKT0204