LO3 Produce a marketing plan for an organisation that meets marketing objectives…………………1Introduction:……………………………………………………………………………………………………………………2Situational analysis:………………………………………………………………………………………………………….2SWOT:………………………………………………………………………………………………………………………..2Pestle:………………………………………………………………………………………………………………………….35C analysis:………………………………………………………………………………………………………………….4Company:…………………………………………………………………………………………………………………4Customer:…………………………………………………………………………………………………………………4Competitor:………………………………………………………………………………………………………………4Collaboration:…………………………………………………………………………………………………………..4Context:……………………………………………………………………………………………………………………4Marketing Manager:…………………………………………………………………………………………………………4Competitor and Issues Analysis:…………………………………………………………………………………………5Marketing Objectives:………………………………………………………………………………………………………5Action Programs:……………………………………………………………………………………………………………..5Marketing Mix:………………………………………………………………………………………………………………..5Products:……………………………………………………………………………………………………………………..6Price:…………………………………………………………………………………………………………………………..6Place:…………………………………………………………………………………………………………………………..6Promotion:…………………………………………………………………………………………………………………..7Marketing Budget:……………………………………………………………………………………………………………7Metrics:…………………………………………………………………………………………………………………………..7References:……………………………………………………………………………………………………………………..8LO4 Develop a media plan to support a marketing campaign for an organisation.
Marketing campaigns: The purpose of marketing campaigns. Different types of marketing campaigns. The role of the creative brief. Setting campaign objectives and parameters, e.g. for brand awareness, changing attitudes, increasing sales. Different communication, messaging and positioning strategies. Campaign tactics that are SMART. Metrics for measuring success. Setting timelines and action plans. The media plan: Consumer level targeting to establish customer value proposition, key messaging and platform preference. Different digital platforms and offline tools for communication. Features and benefits of integrated multimedia channels. Different approaches to frequency and reach. Setting quantitative and qualitative criteria, e.g. speed of reach, frequency, message life, image-building capability and emotional impact.