Using a Marketing Plan

Delivery strategies and achieving objectives

At the end of the planning process the organisation should have a detailed document or process which showcases:

Roles and responsibilities

Technology/tools needed

Tactical Requirements

Measurement criteria and tools

The budget

The staffing requirements

Implementing a marketing project

There is a need for a plan or "project bible"

There are usually many elements involved and the project plan needs to be understood by all

It will allow the marketing manager to organise, implement and control the project to ensure successful completion

The planning process should include all those involved in the execution of the plan

There should be a contingency plan e.g. to respond to demand of an attractive offer

Monitoring a timeline progress against schedule

A detailed timeline of actions and requirements will be created in order to meet the objective or strategic deadline

The timeline will allow the project manager to make sure all areas are running on time, to schedule and to budget

The timeline is often added to the internet so all involved can see the plan

If electronic versions are not available there should be regular meetings to ensure all targets are being met

Managing implementation

As the detail within the plan is clearly laid out and covers all areas required for strategic and objective achievement it does not allow for organisational drifters working towards seperate goals. The plan will be a detailed outline of tactical activity as well as timed targets to be achieved

Resource Management (human and physical)

Part of the plan includes assigning roles and responsibilities to various tasks

Measurement of a successful plan

Time- is the plan running to schedule?

Budget- is the plan on budget?

Objectives/strategies- is the plan working to achieve them?

Planning is a continuous process- good plans facilitate control: control follows from planning.

3 possibilities for a plan not meeting expectations:

1. The objectives and premise upon which the plans are based were false
2. The objectives were correct and the plans were wrong
3. No allowances were made for uncontrollable events

	Created by james.bowditch about 11 years ago

Marketing Planning Note on Marketing Planning, created by james.bowditch on 11/09/2013.