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Marketing Planning

Aim

The aim of this unit is to provide learners with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market.

Learning outcomes and assessment

LO1 Be able to compile marketing audits

1.1 review changing perspectives in marketing planning

1.2 evaluate an organisation’s capability for planning its future marketing activity

1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning

1.4 carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation

LO2 Understand the main barriers to marketing planning

2.1 assess the main barriers to marketing planning

2.2 examine how organisations may overcome barriers to marketing planning

LO3 Be able to formulate a marketing plan for a product or service

3.1 write a marketing plan for a product or a service

3.2 explain why marketing planning is essential in the strategic planning process for an organisation

3.3 examine techniques for new product development

3.4 justify recommendations for pricing policy, distribution and communication mix

3.5 explain how factors affecting the effective implementation of the marketing plan have been taken into account

LO4 Understand ethical issues in marketing

4.1 explain how ethical issues influence marketing planning

4.2 analyse examples of how organisations respond to ethical issues

4.3 analyse examples of consumer ethics and the effect it has on marketing planning.