Needs and Wants
Wed 4 Aug 2010
MARK922 Marketing Management
Lecture Week 2 – Ms Leanne Brereton
Chapter 2 Strategic Marketing and Planning Chapter 15 Ethics and Marketing Compliance
Slides developed by L. Brereton based on Kotler, P. Adam, S. Denize, S. and Armstrong, G. (2009)
Wed 4 Aug 2010 MARK922
Strategic Marketing and Planning
Learning Objectives 1. Explain strategic planning. 2. Describe the marketing management and planning process. 3. 3 Identify the sections of a marketing plan and specify the contents of each section. 4. Discuss the development of marketing strategy and its implementation. 5. Explain the ways in which marketing organisations control and evaluate their marketing performance.
Wed 4 Aug 2010 MARK922
Strategic Marketing and Planning
Topics to Cover Strategic Planning Marketing Management and Planning The Nature and Contents of a Marketing Plan Evaluating the Marketing Plan Implementing the Marketing Plan Controlling and Evaluating Performance
Wed 4 Aug 2010
MARK922
1
Wed 4 Aug 2010
Learning activity
Working with the person on your left, plan a journey to another country.
What are some key decisions you have to make? What steps do you have to take to reach your destination?
Wed 4 Aug 2010
MARK922
Strategic Planning
What is it? Definition: The process of developing and maintaining a strategic fit between the organisation’s goals and capabilities in the light of changing marketing opportunities. It relies on developing a clear:
Company mission Objectives Sound Business Portfolio Coordinated Functional Strategies
MARK922
Wed 4 Aug 2010
What’s the benefit?
Problem: Managers are often too busy and have no time for planning. So why do it? Encourages managers to think ahead systematically i.e. understand how they can compete for the future. Forces organisations to sharpen objectives and policies policies. Leads to better coordination of organisational efforts. Provides clearer performance standards for control.
MARK922 Marketing Management
Lecture Week 2 – Ms Leanne Brereton
Chapter 2 Strategic Marketing and Planning Chapter 15 Ethics and Marketing Compliance
Slides developed by L. Brereton based on Kotler, P. Adam, S. Denize, S. and Armstrong, G. (2009)
Wed 4 Aug 2010 MARK922
Strategic Marketing and Planning
Learning Objectives 1. Explain strategic planning. 2. Describe the marketing management and planning process. 3. 3 Identify the sections of a marketing plan and specify the contents of each section. 4. Discuss the development of marketing strategy and its implementation. 5. Explain the ways in which marketing organisations control and evaluate their marketing performance.
Wed 4 Aug 2010 MARK922
Strategic Marketing and Planning
Topics to Cover Strategic Planning Marketing Management and Planning The Nature and Contents of a Marketing Plan Evaluating the Marketing Plan Implementing the Marketing Plan Controlling and Evaluating Performance
Wed 4 Aug 2010
MARK922
1
Wed 4 Aug 2010
Learning activity
Working with the person on your left, plan a journey to another country.
What are some key decisions you have to make? What steps do you have to take to reach your destination?
Wed 4 Aug 2010
MARK922
Strategic Planning
What is it? Definition: The process of developing and maintaining a strategic fit between the organisation’s goals and capabilities in the light of changing marketing opportunities. It relies on developing a clear:
Company mission Objectives Sound Business Portfolio Coordinated Functional Strategies
MARK922
Wed 4 Aug 2010
What’s the benefit?
Problem: Managers are often too busy and have no time for planning. So why do it? Encourages managers to think ahead systematically i.e. understand how they can compete for the future. Forces organisations to sharpen objectives and policies policies. Leads to better coordination of organisational efforts. Provides clearer performance standards for control.
References: • Kotler, P. Adam, S. Denize, S. and Armstrong, G. (2009) Principles of Marketing 4e Pearson Education Australia Wed 4 Aug 2010