Writing the Marketing Plan: Creative Strategy
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- Description: You've completed the first part of your marketing plan. Now it's time to write about your marketing tactics. You'll discover just how to match your product with your target market, determining exactly what the competitive advantages of your particular product are. Then you'll explore the price-setting strategies that will help make your product a success.
- Target audience: Marketing managers, supervisors or team leaders, marketing staff
- Estimated Duration: 2.5
- Lesson Objectives: Market Positioning
• recognize the importance of developing an effective positioning strategy.
• identify the purpose of product positioning.
• identify the matching method of positioning.
• select statements that explain emotional-relationship strategy statements.
• identify valid product positioning options.
Strategic Path
• recognize the importance of including the strategic path in a marketing plan.
• identify the key areas of the functional plan.
• identify pricing strategy options.
• identify types of price setting.
Creative and Financial Strategy
• recognize the importance of the creative and financial strategies in your marketing plan.
• select statements that define the objectives of marketing communication strategies.
• identify methods of executing a marketing communication strategy.
• identify three budgeting approaches and their features.
• select statements that identify how to build a budget.
Presenting Your Plan
• recognize the importance of presenting the marketing plan in the most professional manner possible.
• identify elements that affect the professionalism of a marketing plan.
• identify the process for developing a presentation outline.
• identify the advantages and disadvantages of various types of visual aids.
• identify methods of fine-tuning your presentation.
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