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Writing a Marketing Plan: Phase 1

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• Description: This course will define the marketing plan, types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then, you'll complete a situational analysis that evaluates the overall market, industry, internal and competitive factors pertinent to your product or service. Finally, you'll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan.
• Target audience: Managers, Supervisors, Coaches
• Estimated Duration: 3
• Lesson Objectives: Foundations of the Marketing Plan
  • recognize the benefits of writing a highly developed marketing plan.
  • select descriptions that explain what a marketing plan is.
  • identify benefits of the marketing plan.
  • identify the two types of marketing plans.
  • identify the focuses of tactical and strategic planning.
  Getting Started
  • recognize the importance of the key elements in a marketing plan.
  • select statements that describe effective marketing objectives.
  • identify the guidelines for ensuring objectives benefit your organization.
  • identify the introductory elements of the marketing plan.
  • select statements that define the premise of a marketing plan.
  Situational Analysis
  • recognize the importance of performing a situational analysis.
  • identify the information needed to evaluate the overall market and industry, as part of the situational analysis.
  • identify elements of an effective competitive analysis.
  • identify the stages of the product life cycle as they pertain to the situational analysis.
  The SWOT Formula
  • recognize the value of conducting a SWOT analysis.
  • identify ways to determine organizational strengths.
  • select statements that describe the weaknesses portion of the SWOT analysis.
  • select statements that define the opportunities portion of the SWOT analysis.
  • select statements that define the threats portion of the SWOT analysis.

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