Course details

The People and Planning in Marketing

The People and Planning in Marketing


Overview/Description
Target Audience
Prerequisites
Expected Duration
Lesson Objectives
Course Number
Expertise Level



Overview/Description
An effective marketing strategy takes time and money. It's vital to get things right, and this requires proper marketing planning. The elements of the traditional marketing mix form important strategic cornerstones of any marketing activity. However, this traditional marketing mix fails to address two very important aspects of marketing: planning and people. In this course, you'll learn about strategic and tactical planning and the kinds of market research that support it. You'll be introduced to the basics of budgeting for, developing, executing, and evaluating a marketing plan. And you'll learn how companies can engage all their employees in developing their own marketing roles.

Target Audience
Anyone who wants to develop or refine their marketing skills.

Prerequisites
None

Expected Duration (hours)
0.5

Lesson Objectives

The People and Planning in Marketing

  • recognize the differences between strategic and tactical marketing plans
  • identify the advantages of planning marketing at a strategic level
  • describe the difference between quantitative and qualitative market research
  • match discretionary marketing costs to their budget categories
  • recognize guidelines on how to develop and execute a marketing plan
  • identify how to evaluate your marketing plan
  • recognize how companies can include employees in the marketing mix
  • recognize the roles of planning and people in the marketing mix
  • Course Number:
    mkt_05_a02_bs_enus

    Expertise Level
    Everyone