Lesson 1: What is a marketing plan?

Lesson 1: What is a marketing plan?

The course in MARKETING PLAN contains the following:

  • Lessons in video format with explaination of theoratical content.
  • Complementary activities that will make research more about the topic , as well as put into practice what you studied in the lesson. These activities are not part of their final evaluation.
  • Texts supporting explained in the video.
  • Evaluation questionnaire, that will grant access to the next lesson after approval.
  • Final exam for overall evaluation of the course.

As a student, you likely plan out much in your life—where to meet for dinner, how much time to spend studying for exams, which courses to take next semester, how to get home for winter break, and so on. Plans enable us to figure out where we want to go and how we might get there.

For a firm, the goal is not much different. Any company that wants to succeed (which means any firm whatsoever) needs to plan for a variety of contingencies, (such as growth of the company, the amount of capital needed to run the company in start up, how many employees will there be, where will the company headquarters be, etc.) marketing represents one of the most significant contingencies. A marketing plan is a written document composed of an analysis of the current marketing (the business activity of presenting products or services in such a way as to make them desirable) situation, opportunities and threats for the firm. Marketing objectives and strategies are specified in terms of the four Ps, product, price, place (distribution) and promotion.



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