MPI-Revision-Content.docx - Table of Contents Week 1.3...

Table of Contents
Week 1 ............................................................................................................................... 3
Summary ...................................................................................................................................... 3
Strategic Planning ......................................................................................................................... 3
Strategic Planning: Alsem .............................................................................................................. 3
Strategic Management .................................................................................................................. 3
All Plans should explicate .............................................................................................................. 3
The marketing planning process ................................................................................................... 3
Roles of the marketing manager ................................................................................................... 3
Marketing planning sequence ...................................................................................................... 4
Characteristics of an effective marketing plan: Brooksbank reading ............................................. 4
Components of a marketing plan ................................................................................................. 4
Definition of a Marketing Plan ...................................................................................................... 5
Definition of a Marketing Plan ...................................................................................................... 5
Week 2 ............................................................................................................................... 6
Value for the organisation ............................................................................................................ 6
Summary ...................................................................................................................................... 6
Levels involved in marketing planning (decisions covered) ........................................................... 6
Relationship between objectives at different levels of planning ................................................... 7
The content of a marketing plan at each level .............................................................................. 8
Mission statements .................................................................................................................... 10
Types of Missions ........................................................................................................................ 10
Model of Mission: Piercy Reading ............................................................................................... 10
Week 3 ............................................................................................................................. 11
Precis .......................................................................................................................................... 11
Summary .................................................................................................................................... 11
Competitor Analysis ................................................................................................................... 14
Week 4 ............................................................................................................................. 17
Precis .......................................................................................................................................... 17
Summary .................................................................................................................................... 17
Week 5 ............................................................................................................................. 20
What do we want to know at the end of the internal Analysis? ................................................. 20
Summary .................................................................................................................................... 20
Week 6 ............................................................................................................................. 25
Summary .................................................................................................................................... 25
Why analysis is not enough – Must have diagnosis .................................................................... 25
Week 7 ............................................................................................................................. 32
Precis .......................................................................................................................................... 32
Summary .................................................................................................................................... 32
Strategy Development ................................................................................................................ 34
Week 8: Marketing Mix Strategies, Tactics and Objectives ................................................ 38
Precis .......................................................................................................................................... 38
Summary .................................................................................................................................... 38
Budget: Profit/ Loss .......................................................................................................... 40
1

Week 9: Implementation + Monitoring & Control ............................................................. 41
Summary .................................................................................................................................... 41
Monitoring & Control ................................................................................................................. 42
Contingency Planning ................................................................................................................. 43
Implementation ......................................................................................................................... 44
Week 11: Marketing and Shareholder Value ..................................................................... 45
Summary .................................................................................................................................... 45
Marketing and Shareholder Value .............................................................................................. 45
2

Week 1
 The Marketing Planning Process
o Roles of the marketing manager
o Marketing Planning sequence
o Characteristics of effective plans
 Components of a marketing plan
Summary
 Marketing planning is a detailed process
 Analysis guides decision making
Strategic Planning
 Creating a fit between what the market wants and what company wants
Strategic Planning: Alsem
 Carefully analysing the external environment and the company’s internal strengths
 External orientation and a long term orientation however must also be flexible to
adapt to any changes in the environment
Strategic Management
 Relevant to all functional levels
 All areas must coordinate their decisions and be focused towards one goal
Marketing Concept
 Customer orientation philosophy
 Competitor orientation philosophy
 Inter-functional (Integrate) orientation philosophy
All Plans should explicate
 What a firm wants to accomplish which are expressed as objectives based on the
assessment of marketing opportunities
 How the firm plans to accomplish objectives defined by marketing strategies
The marketing planning process
- Diagnosis
- Forecast
- Objectives
- Strategies
- Tactics
- Feedback & control
Roles of the marketing manager
- Collecting and analysing background product category data
- Utilising the background analysis for marketing strategy development
- Implementing the strategy via the marketing mix
3

Marketing planning sequence
1. Update historical data
2. Collect new data
3. Data analysis
4. Develop objectives, strategies and tactics
5. Develop financial documents
6. Negotiate final plan
7. Measure progress towards objectives
8. Audit  begin again
Characteristics of an effective marketing plan: Brooksbank reading
 Strong top management