Module 3: Strategic Planning and The Marketing Plan
In this module, you will learn how an organization’s strategic planning process guides marketing strategy and marketing plans. The first topic reviews the connection between strategic planning and marketing strategies, including the importance of mission and vision statements. The next series of module topics review key components of a marketing plan. You will first examine business analytical tools such as PESTEL, SWOT, and Porter’s Five Forces, which help marketers assess the business environment. Next, you will review the 4Ps of marketing (i.e., product, price, place, promotion), which will help you understand how the tactical tools in the marketing mix blend together to deliver compelling market offerings for target customers. Then, you will be introduced to the metrics (e.g., return on investment (ROI) and key performance indicators (KPIs)) and controls that marketers use to measure performance to help them determine the most attractive and profitable marketing offerings and business units as well as which ones require modification to maintain a competitive advantage. The module concludes with a summary of all the various components that make up a marketing plan.
Content

Learning Outcomes
By the end of this module, you should be able to:
⦁ Explain how an organization’s strategic planning process guides marketing strategy and marketing plans,
⦁ Examine the business environment using analytical tools e.g., PESTEL, SWOT, Porter’s 5 Forces to create marketing objectives,
⦁ Explain how the 4Ps of marketing deliver value to an organization’s target market,
⦁ develop strategies, metrics, and controls to evaluate the performance of a marketing plan, and
⦁ describe the various components of a marketing plan.