Marketing Planning Master Class - Katrina Olson



Marketing Planning Master ClassFour-Week SyllabusWEEK ONEStep 1 – Introduction and Mission, Vision, Purpose Lecture/Discussion: Marketing Crash Course + Mission, Vision, Purpose, ValuesMarketing vs. marcomYour marketing “team”Why have a marketing plan? Tacticians vs. strategistsMission, vision, values, purpose, Homework: Start gathering information & work on mission, vision, values, purposeStep 2 – Business Analysis Lecture/Discussion: Business AnalysisSWOT AnalysisCore Competencies PESTEL Analysis Business Goals & Growth StrategiesProduct Group/category reviewServices Review Growth Opportunities Homework: Business analysis of your companyWEEK TWOStep 3 – Competitive Analysis Lecture/Discussion: Competitive AnalysisWhy analyze the competition? Defining “competition”Identifying your competitionAnalyzing your competition Researching your competitionHomework: Analysis of your competitionStep 4 – Customer Analysis Lecture/Discussion: Customer AnalysisSegmentsTarget marketsPersonas Homework: Customer analysis for your companyWEEK THREEStep 5 – Goals and Objectives Lecture/Discussion: Goals & ObjectivesGoals vs. objectivesObjectives - SMARTReview of past goalsHow it all fits togetherHomework: Write 4 to 6 marketing goals; list of all marketing activities from the previous yearStep 6 – Strategies and Tactics Lecture/Discussion: Strategies & TacticsStrategies vs. TacticsHow it all fits togetherDeveloping strategies & tactics to support goals & objectivesHomework: Strategies and tactics for all previously stated goalsWEEK FOURStep 7 – Budget and Calendar Lecture/Discussion: Budget and CalendarFactors influencing budgetsWhat’s included in the marketing budget?Budgeting methods and guidelinesCreating a budget calendarHomework: Develop budget and calendarStep 8 – Documentation & ImplementationLecture/Discussion: Documentation & implementationMarketing templates and presentations (See Word, look online, see CourseSites)Budget templates and Excel formsMarketing calendar (Excel)Project managementEvauation and calculating ROIHomework: Document marketing plan ................
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