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The Marketing Planning 101 Tutorial...If You Don't Have One, You Should...
This presentation is a general introduction/refresher to marketing planning and it will guide you through the planning process and building the plan itself. It's generally given as part of a live workshop during which the actual marketing plan is developed with the client's marketing team. Often, management also participates in these sessions.
The presentation starts with an overview of marketing and this part is generally aimed individuals with limited marketing management experience or marketers who want a refresher. The next sections go into the market planning process, marketing communications planning, marketing budgets and forecasts, and the final section covers writing the marketing plan. The objectives of the workshop presentation are to improve your knowledge of the market planning process; to give your a set of tools which will help you design, implement and track your marketing plan; and to give you a better understanding of marketing communications and how to use it in supporting your marketing plan. The workshop will teach you how to write an actionable targeted marketing plan; develop your expenses and sales budgets; and develop your marketing communications strategy and marketing communications mix.