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Marketing Management Assignment

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Marketing Management-I

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout.

  • Defining Marketing
  • Core concepts in Marketing
  • Evolution of Marketing
  • Marketing Planning Process
  • Contemporary Issues and Practices
  • The value chain
  • Core Competencies
  • Strategic Planning Process
  • Competition Analysis
  • SWOT Analysis
  • Role of Marketing Information
  • System in Managerial Decision Making Process
  • Components of Marketing Information systems
  • The Marketing Research Process: An overview
  • Defining the Management Decision Problem and Marketing Research Problem
  • Framing Research Objectives and developing the research plan
  • Exploratory vs. Conclusive Research
  • Consumer Behavior
  • Consumer buying process model
  • What Influences Consumer Behavior
  • Key Psychological Processes
  • The Buying Decision Process: The Five Stage Model
  •  Other Theories of Consumer Decision Making 
  •  Industrial Buyer Behavior
  •  Concept of Buying Center
  •  Industrial buying process model
  •   Influence of Economic and Behavioral Factors
  •   Influence of Procurement Organization
  •   Role of Negotiation Process 
  •  Defining Market Segmentation 
  •  Bases of segmentation 
  •  Evaluation and Targeting Market Segments
  • Brand Positioning and Differentiation

Books and references

Instructor bio.

assignment in marketing management

Prof. Jayanta Chatterjee

assignment in marketing management

Prof. Shashi Shekhar Mishra

Course certificate.

assignment in marketing management


assignment in marketing management


Please choose the SWAYAM National Coordinator for support. * :

Resources: Discussions and Assignments

Module 13 assignment: marketing mix examples.

Open Pedagogy Assignments are assignments in which students use their agency and creativity to create knowledge artifacts that can support their own learning, their classmates’ learning, and the learning of students around the world. (See this peer-reviewed article for more details.) The assignment on this page is aligned to the learning outcomes of Introduction to Business and we’ve identified the module where the reading appears. All of the assignments can be created with a cell phone camera or any video recording device, Google or Word documents, and your learning management system.

In the Marketing Function module, we cover the 4Ps: Products, Promotion, Place, and Price. Even if you haven’t had experience with marketing, you have a lot of experience as a customer. What is the marketing mix of one of your favorite brand? Think of the marketing mix as a recipe that can be adjusted—through small adjustments or dramatic changes—to support broader company goals.

Using your cell phone or any other recording device, create a short video about the 4Ps of one of your favorite products. You don’t have to edit or create a professional-grade film. You’ve most likely have done this type of recording already on social media, so feel free to use the same informal conversational tone.

Do an internet search for a product of your choice. Research for areas of their website where they mention details about their products, promotions, places, and price. Think of your audience as fellow students who are interested to learn about these ideas because they want to learn important marketing concepts. In your video, you can address the following:

  • What are some interesting points on the website about the product?
  • What are their promotions? What’s the price? Where can you find the product?
  • If you have had experience with the company of your choice, and you feel comfortable sharing your experience, tell your audience what worked or didn’t work for you about their marketing. What can they improve?

A Note To Teachers: For this assignment, the first term students will be creating the videos, and then the next term’s students can respond to the videos. After you have two terms of examples, use the best three from the batch as examples and start the process over again. Using the videos as starting points for OL discussion boards may work as well. If you are using the Salty Paws Case Study, you could refer back to that assignment as guidance for your students who may be learning these concepts for the first time.

  • Open Pedagogy Assignment: Marketing Mix Examples. Authored by : Lumen Learning. License : CC BY: Attribution

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4.23: Assignment- Marketing Plan, Part I

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Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. Be sure the organization and offering you select will 1) remain interesting to you for the duration of the course, and 2) have sufficient information available for you to conduct research and make informed recommendations in your marketing plan.

Company Profile

  • Company Name:
  • Major products and/or services (names, types):
  • Products and/or services your marketing plan will focus on:
  • Target customers:
  • Distribution channel(s):
  • Headquarters (city, state, country):
  • Year founded:
  • Number of employees:
  • Annual revenue (estimated)
  • Key competitors:
  • Link to Web site:
  • Link to Yahoo! Finance information page (for public companies):

Market Segmentation and Targeting

  • What problem does your product or service solve?
  • Describe the total market for your solution: Who are potential customers?
  • What are the key segments within this market?
  • Identify and briefly describe 1–3 segments that this company serves.
  • Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities?

Situation and Company Analysis

Economic environment.

Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it a growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like?

Technical Environment

The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence you consumers and competitors. Industry environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use?

Competitive Environment

How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one. What is your advantage over competitors? Is the market large enough to support you and competitors?

Political Environment

Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate?

SWOT Analysis

Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below.

  • Does the organization have a strong brand presence?
  • What resources are available for marketing activities?
  • Does the the company have unique products or services that satisfy the needs of their target market?
  • What makes the company’s products or services unique?
  • What value is brought to customers?
  • Does the organization have a weak brand presence?
  • Are resources insufficient for marketing activities?
  • Does the company lack distinctive products or services?
  • Do current products or services fail to satisfy the needs of customers?
  • Do current products or services fail to bring value to customers?


  • What is the unique opportunity that the company is trying to take advantage of?
  • Does the target market have any unfulfilled needs that the company can satisfy?
  • Are there emerging target markets with needs that the company can satisfy?
  • Are there ways the company and its competitors can benefit by working together?
  • Are there opportunities for collaborating with customers to build brand presence?
  • Describe and analyze if market demand is increasing?
  • Are there changes in the government regulations that will affect the company?
  • Describe any emerging global issues that will affect the company?
  • What are the tactics that competitors use to pursue customers?
  • What are the strengths of the company’s biggest and or emerging competitors?
  • In what ways are the competitors’ products or services superior to the company’s offerings?
  • How are competitors likely to respond to any changes in the way the company markets?
  • Is the company behind in adopting new technologies for marketing?
  • Describe any ways in which international competitors are taking away market share?
  • What do customers dislike about the company?
  • Describe and analyze if market demand is decreasing?

Mission, Objectives, and Goals

State the mission or business purpose: what the organization wants to achieve, in market-oriented terms. (Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people of all ages.)

List 1–3 objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, “To be the most popular theme park for international visitors.”)

Convert objectives into specific marketing goals that are easy to measure and evaluate. (Example: Our goal is to increase market share of international theme park visitors by 10% in the next two years.”)

Sample Grading Rubric

Company profile grading rubric.

Total points possible for Company Profile Assignment: 10 pts.

Market Segmentation and Targeting Grading Rubric

Total points possible for Market Segmentation and Targeting Assignment: 10 pts.

Situation and Company Analysis Grading Rubric

Total points possible for Situation and Company Analysis Assignment: 50 pts.

Total points possible for Marketing Plan, Part 1 Assignment (Consists of Company Profile Assignment, Market Segmentation and Targeting Assignment, and Situation and Company Analysis Assignment combined): 100 pts.

Contributors and Attributions

  • Assignment: Marketing Plan, Part I . Provided by : Lumen Learning. License : CC BY: Attribution
  • SWOT and Integrated Marketing Communications Templates. Authored by : Melissa Barker. License : CC BY: Attribution
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Strategic Marketing Management – BUSI 520

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 09/05/2023

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Course Description

For information regarding prerequisites for this course, please refer to the  Academic Course Catalog .

In order to market successfully and efficiently, a marketer must thoroughly understand and properly apply the principles of managing a marketing strategy. Developing a strategic marketing plan is a multifaceted task that requires research, analysis, and decision making. This course provides the student with knowledge and practice related to crafting a viable marketing plan.

Course Assignment

Textbook readings and lecture presentations

After reading the Course Syllabus and Student Expectations , the student will complete the related checklist found in the Course Overview.

Discussions (2)

Discussions are collaborative learning experiences. Therefore, the student will create a thread in response to 1 of the available topics. The thread must be at least 600 words, reference at least 2 scholarly or practitioner sources in addition to the course textbook in current APA format, and demonstrate course-related knowledge. In addition to the thread, the student will reply to at least 2 other classmates’ threads. Each reply must be least 250 words and reference at least 1 scholarly or practitioner source in addition to the course textbook in current APA format.

Marketing Management Individual Project (MMIP) Assignments (6)

Discover Marketing Management Assignment

Each student must provide a description of the product/service and a brief history of the firm that produces the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Use Information to Drive Marketing Decisions Assignment

Each student must analyze the consumer market and market segments for its product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Develop Value Offering Product Experience Assignment

Each student must describe the positioning, competition, and branding for the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Price and Deliver Value Offering Assignment

Each student must describe the support services, pricing, and distribution of the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Communicate the Value Offering Assignment

Each student must analyze the promotions and socially responsible marketing associated with the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Recommendations Assignment

Each student will submit a 600-word recommendations document based on information gathered over the course of the session while completing the project installments. A minimum of five strategic and five operational recommendations must be offered. The student will add scriptural integration throughout the recommendations, quoting relevant scripture verses as appropriate. There must be a minimum of 10 relevant scriptural quotes found throughout the recommendations document, with their relevance to the recommendations explained. This must include a title page, a brief introduction delineating the recommendations, and a separate section (with heading) for each recommendation. At least 5 scholarly or practitioner sources (in addition to the Bible) must be used. The 600-word requirement does not include the title page, scriptural quotes, or references. The same project topic must be used in all installments. This will be reviewed for plagiarism by Turnitin.

Integration of Faith and Learning Assignments (2)

The student will complete 2 Integration of Faith and Learning (IFL) essays that are at least 500 words each, use 2 scholarly or practitioner sources, are in current APA format, and are submitted as Microsoft Word documents.  The student will contemplate the assigned Scripture verse and relate it to marketing management. This will be reviewed for plagiarism by Turnitin.

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What is a Marketing Plan & How to Write One [+Examples]

Clifford Chi

Published: December 27, 2023

For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.

marketing plan and how to write one

Now, your boss wants you to write and present a content marketing plan, but you‘ve never done something like that before. You don't even know where to start.

Download Now: Free Marketing Plan Template [Get Your Copy]

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

What is a marketing plan?

A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Featured Resource: Free Marketing Plan Template

HubSpot Mktg plan cover

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started .

To learn more about how to create your marketing plan, keep reading or jump to the section you’re looking for:

How to Write a Marketing Plan

Types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

Marketing plan definition graphic

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

assignment in marketing management

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

  • Pre-Sectioned Template
  • Completely Customizable
  • Example Prompts
  • Professionally Designed

You're all set!

Click this link to access this resource at any time.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

  • State your business's mission.
  • Determine the KPIs for this mission.
  • Identify your buyer personas.
  • Describe your content initiatives and strategies.
  • Clearly define your plan's omissions.
  • Define your marketing budget.
  • Identify your competition.
  • Outline your plan's contributors and their responsibilities.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business‘s main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.


Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.


Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section , I like to stipulate:

  • Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.
  • How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.
  • The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
  • The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
  • Any paid advertising that will take place on these channels.

Build out your marketing plan with this free template.

Fill out this form to access the template., 5. clearly define your plan's omissions..

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can’t please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.


You can establish your marketing budget with this kit of 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.


Easily track and analyze your competitors with t his collection of ten free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who’s doing what. I don't like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

marketing plan examples: forbes

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

  • Executive Summary
  • Target Customers
  • Unique Selling Proposition
  • Pricing & Positioning Strategy
  • Distribution Plan
  • Your Offers
  • Marketing Materials
  • Promotions Strategy
  • Online Marketing Strategy
  • Conversion Strategy
  • Joint Ventures & Partnerships
  • Referral Strategy
  • Strategy for Increasing Transaction Prices
  • Retention Strategy
  • Financial Projections

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

Contently's content strategy waterfall.

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall‘s content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you’ll learn how he:

  • Applied his business objectives to decide which marketing metrics to track.
  • Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.
  • Created buyer personas to figure out which channels his audience would prefer to consume his content.
  • Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.
  • Calculated how much earned and paid media could cut down the amount of content he had to create and post.
  • Designed his process and workflow, built his team, and assigned members to tasks.
  • Analyzed content performance metrics to refine his overall content strategy.

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

→ Free Download: Social Media Calendar Template [Access Now]

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

marketing plan examples: hubspot content marketing plan

At HubSpot, we‘ve built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we’ve learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

Download Now: Free Content Marketing Planning Templates

In this comprehensive guide for modern marketers, you'll learn:

  • What exactly content marketing is.
  • Why your business needs a content marketing strategy.
  • Who should lead your content marketing efforts?
  • How to structure your content marketing team based on your company's size.
  • How to hire the right people for each role on your team.
  • What marketing tools and technology you'll need to succeed.
  • What type of content your team should create, and which employees should be responsible for creating them.
  • The importance of distributing your content through search engines, social media, email, and paid ads.
  • And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

This is a fantastic resource for content teams of any size — whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you‘ll implement to promote a new product. And if you’re searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product :

marketing plan examples: chief outsiders

After reading this plan, you'll learn how to:

  • Validate a product
  • Write strategic objectives
  • Identify your market
  • Compile a competitive landscape
  • Create a value proposition for a new product
  • Consider sales and service in your marketing plan

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour’s Growth Marketing Plan Template :

marketing plan examples: venture harbour

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

  • Experiments

Download Now: Free Growth Strategy Template

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

  • Louisville Tourism
  • University of Illinois Urbana-Champaign
  • Visit Oxnard
  • Safe Haven Family Shelter
  • Wright County Economic Development
  • The Cultural Council of Palm Beach County
  • Cabarrus County Convention and Visitors Bureau
  • Visit Billings

1. Louisville Tourism

Louisville Tourism Marketing Plan

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

  • The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry
  • The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand
  • Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

2. University of Illinois Urbana-Champaign

University Illinois

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors — thus entering the consideration stage — the emails will focus more on the college application process and other exploratory content.

  • The plan incorporates competitive analysis, evaluation surveys, and other research to determine the makeup of its target audience
  • The plan lists each marketing program (e.g., direct mail, social media, email etc.) and supplements it with examples on the next page
  • Each marketing program has its own objectives, tactics, and KPIs for measuring success

3. Visit Oxnard

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

  • States clear and actionable goals for the coming year
  • Includes data and other research that shows how their team made their decisions
  • Outlines how the team will measure the success of their plan

4. Safe Haven Family Shelter

marketing plan examples: safe haven family shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

  • Confirms ongoing marketing strategies and objectives while introducing new initiatives
  • Uses colors, fonts, and formatting to emphasize key parts of the plan
  • Closes with long-term goals, key themes, and other overarching topics to set the stage for the future

5. Wright County Economic Development

marketing plan examples: wright county

Wright County Economic Development’s plan drew our attention because of its simplicity, making it good inspiration for those who’d like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who’d like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative — which is critical information to include for upper-level managers and other stakeholders.

  • Begins with a quick paragraph stating why the recommended changes are important
  • Uses clear graphics and bullet points to emphasize key points
  • Includes specific budget data to support decision-making

6. The Cultural Council of Palm Beach County

marketing plan examples: cultural council of palm beach county

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county’s cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That’s a critical piece of information to include for those who might not know. If you’re addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

  • Uses quality design and images to support the goals and priorities in the text
  • Separate pages for each big idea or new strategy
  • Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals
  • Defines strategies and tactics for each channel for easy skimming

7. Cabarrus County Convention & Visitors Bureau

marketing plan examples: carrabus county

Cabarrus County’s convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county’s target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau’s staff members, so that it’s easy for stakeholders to contact the appropriate person for a specific query.

  • Uses infographics to expand on specific concepts, like how visitors benefit a community
  • Highlights the team members responsible for each initiative with a photo to emphasize accountability and community
  • Closes with an event calendar for transparency into key dates for events

8. Visit Billings

marketing plan examples: visit billings

Visit Billing’s comprehensive marketing plan is like Cabarrus County’s in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization’s prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets — a good move to imitate if your primary audience would not need this information highlighted at the forefront.

  • Includes a section on the buyer journey, which offers clarity on the reasoning for marketing plan decisions
  • Design includes call-outs for special topics that could impact the marketing audience, such as safety concerns or "staycations"
  • Clear headings make it easy to scan this comprehensive report and make note of sections a reader may want to return to for more detail

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

  • Target audience

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

  • Target audience or buyer personas for the app
  • Outline of how app features meet audience needs
  • Competitive analysis
  • Goals for conversion funnel and user acquisition
  • Marketing strategies and tactics for user acquisition

Featured resource : Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

  • Clear analysis of the target market
  • A detailed description of the product or service
  • Strategic marketing mix details (such as product, price, place, promotion)
  • Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource : Value Proposition Templates

What are the most important parts of a marketing plan?

When you‘re planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It’s literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

  • Marketing goals
  • Executive summary
  • Target market analysis
  • Marketing strategies

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you‘re stuck or want to make sure you’ve included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

  • Who is my target audience?
  • What are their needs, motivations, and pain points?
  • How does our product or service solve their problems?
  • How will I reach and engage them?
  • Who are my competitors? Are they direct or indirect competitors?
  • What are the unique selling points of my product or service?
  • What marketing channels are best for the brand?
  • What is our budget and timeline?
  • How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource : Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

  • Business summary
  • Business initiatives
  • Target market
  • Market strategy
  • Marketing channels
  • Marketing technology

Let’s create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template .

HubSpot Mktg plan cover

1. Create an overview or primary objective.

Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience’s valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform].

The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.

Use the following categories to create a target audience for your campaign.

  • Profession:
  • Background:
  • Pain points:
  • Social media platforms that they use:
  • Streaming platforms that they prefer:

For more useful strategies, consider creating a buyer persona in our Make My Persona tool .

Our content pillars will be: [X, Y, Z].

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.

Then, determine any omissions.

This marketing plan won’t be focusing on the following areas of improvement: [A, B, C].

5. Define your marketing budget.

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.

6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

  • Which platforms do they use the most?
  • How does their branding differentiate?
  • How do they talk to their audiences?
  • What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.

Marketing will manage the content plan, implementation, and community interaction to reach the KPIs.

  • Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales will follow the line of the marketing work while creating and implementing an outreach strategy.

  • Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Customer Service will nurture clients’ relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.

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Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Browse Course Material

Course info.

  • Prof. Natalie Mizik


  • Sloan School of Management

As Taught In

Learning resource types, marketing management, assignments, case write-up.

All students are required to complete a case analysis for the Sonance case. The assignment is to be done in a group of 4-6 students. All assignments should be in 12-point font, double-spaced, with one-inch margins on all sides, and should not exceed six (6) pages of text plus three (3) additional pages of exhibits (there are no font restrictions for exhibits).

Mizik, Natalie. “Sonance at a Turning Point.” Columbia Business School Case. Columbia CaseWorks. Case: ID#080515A, November 25, 2009.

Discussion Questions

  • Evaluate current strategic position and the options available to Sonance.
  • Which option should Sonance pursue: develop and promote the ultra-luxury Architectural Series? Focus on basic in-wall speakers for production home developers and sell directly to the builders? Continue to pursue growth through the direct-to-consumer retail strategy?
  • What should Ari Supran do to generate profitable and sustainable growth for the company and sales momentum for Sonance’s products? Should he change Sonance’s marketing strategy to target consumers directly? Target the developers of production home developments? Target architects and interior designers designing custom homes? Try to win back the high-end custom installers Sonance had lost under the previous management?


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  • jennifermathew2190

What is Management Assignment and its types?

management assignment help canada

Aiming to be a leader in your industry to shape the future of organizations? And, want to get better grades in your management assignments? Well, we are here with management assignment help Canada to help you work in the right direction. As you know you will be introduced to new things constantly when you are pursuing the management, you cannot start the assignment without having proper clarity. Also, you are enrolled in the field where you can see the changes happening in the market. So, it becomes your responsibility to keep yourself updated with all the market and management trends. It will help you be specific with your assignments and get better grades. 

Once you know what you are working on and what are the expectations you have to meet, you can seamlessly incorporate the right things in your assignments. However, you cannot expect yourself to do all the things on your own. Even when you try, you might end up exhausting yourself. Therefore, it would be better to opt for online management assignment help and learn from subject matter experts. This way, you will be more informed about your assignments. Want to explore more about the type of assignments? Read on to know! 

Understanding Different Types of Management Assignments

To be at the top of your field and win the academic competition, you must know what type of assignments are here. Below we have compiled a list of common management assignments to help you gain more clarity. Scroll down to know! 

Strategic Management

When you set long-term goals and objectives and formulate strategies to achieve the goals, it comes within strategic management. In addition to that, you have to consider all the resources available and come up with the allocation strategies. Once all the strategies are done, you will come to the analysis part where you will be discussing the possible threats and limitations of your strategies. In case you have any concerns, you can opt for management assignment help Canada to learn from the experts. 

Operations Management

As the name suggests, it is about monitoring the day-to-day operations to ensure that the production and services are aligned with the goals and objectives of organizations. Together with monitoring, you will be coming up with strategies to enhance the effectiveness of production and present the results. This way, you will be able to make timely changes in strategies and do well in assessing the situations. Before adding any unique ideas, consider opting for operations management assignment help and get feedback from experts to be more confident. 

Human Resource Management

HRM is all about managing people and doing their performance evaluations. Starting from shortlisting the candidates for particular profiles, interviewing them, and onboarding them, it all comes with human resource management. So, you have to mention how you will ensure that the right people with the right skills are joining who can align with the goals of the organization. To enhance these assignments, consider adding some of the examples and case studies.

Financial Management

One of the trickiest parts of the course that can require you to take online management assignment help is financial management. Here, you have to take charge of the finances of an organization. Be it budgeting, financial planning, reporting and managing the risk of losses, you will deal with that here. Furthermore, you will aim to ensure that the organization has funding to operate properly and make decisions to maximize the profit. 

Marketing Management

No matter where you go, or what platform you are on, you will witness the marketing and how it is shaping the entire belief system of individuals. As per the management assignment help Canada, you have to be on top of the trends if you want to do marketing. Here, you have to make your potential customers aware of your product and then encourage them to buy from you. 

Work with Better Understanding to Get HD Grades! 

Becoming familiar with new and challenging things simultaneously with juggling assignments and lectures can be overwhelming. But, you have to think about the result to keep yourself encouraged throughout the process. Remember, it's not about how much effort you are putting in, it's about what strategies you are employing and how smartly you are working. So, ensure that you are making the most of your time and printing the things that contribute to your long-term goal. 

Additionally, look for the resources which can make this journey easier for you. When you take help with project management assignment , do not hesitate to give instructions to subject matter experts to help you learn at your own pace. So, now you know what kind of assignments are here and what you need to do. It's time for you to stop procrastinating and start working!

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