- The importance and value of marketing plans.
- The links between marketing plans, marketing objectives and marketing strategies.
- Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.
Structure and development of marketing plans:
- Market segmentation and target market selection.
- Setting goals and objectives, situational analysis tools and techniques, creating a marketing strategy and allocation of resources and monitoring and control measures
