A marketing plan describes the marketing environment, marketing objectives and marketing strategies. You are required to prepare an essay that explores the nature and characteristics of the marketing plan tool. You must incorporate academic literature to support/justify your discussion. Unsubstantiated statements will not provide credibility to your discussion.
1, introduction-Briefly overview of issues to be discussed in essay.
2.Role and Nature of Marketing Plan: Clear discussion of what is a marketing plan? What is the relationship between a marketing plan and a business plan? What are marketing plans used for (both tactically and strategically)?
3.Structure of Marketing Plan: Outline of a typically marketing plan structure and a brief discussion of potential differences in structures.
4.Elements of Marketing Plan: Discussion of each element including the purpose of the section, the type of information the section requires and what are common sources of this information.(this part very important)
5.Links between Marketing Plan Elements: Clearly discussion of links and/or independence between marketing plan elements
6.Assumptions: Discussion of common misconceptions relating to a marketing plan
7. Conclusion:Reiteration of main points of the report
8.Report Format: Suitable structure and headings
Format (12pt font, 1.5 spacing, 2.5cm margins)
In text citations and Reference List (APA Style)
Writing – clear, easily read
Language – spelling, grammar, punctuation
Required length (2500 words)
Your essay should cover:
? The role and nature of a marketing plan;
o What is a marketing plan?
o What is the relationship between a marketing plan and a business plan?
o What are marketing plans used for (both tactically and strategically)?
o What is the typical structure of a marketing plan (are all marketing plans the same)?
? Discussion of marketing plan elements;
o Taking each element of a typical marketing plan (e.g. competitor analysis)
sequentially:
? What is the purpose of the section?
? What type of information does the section require and what are common sources of this information?
? What techniques (for example, SWOT analysis) are commonly applied
when preparing the section (if applicable)?
o What links exist between elements of a marketing plan (is it necessary to prepare certain elements before others), are any elements
independent?
? Marketing plan assumptions
o What are two common misconceptions (unwarranted assumption) commonly made in relation to a marketing plan?
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