The Marketing Plan

Chapter Summary

Welcome to the next lesson of this module where we will cover the topic of presenting a detailed marketing plan.

The chapter shows the student how to present and carry out a comprehensive marketing plan, stage by stage, using the SOSTAC framework to base analysis and findings around. A fictional case business example (The Candy Store) has been adopted to form the foundations of an example marketing plan.

The chapter firstly presents how to create a marketing plan, along with conducting and presenting elements such as a situational analysis, the strategy expected to be employed, the tactics used and the benefits that budgeting can give to a business when running a marketing campaign.

Below are some goals and objectives for you to refer to after learning this section.

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Goals for this section:

  • To understand and apply the contents of a marketing plan.
  • To conduct a proper detailed situational analysis of the marketplace.

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