Chapter 12 – The Marketing Plan
Introduction
In this last chapter, you will be introduced to valuable readings about marketing plans.
If you have taken this course to learn more about marketing, chances are high that you will attempt to create a marketing plan at some point, whether for your own business or for the one that employs you.
Here you will learn about what comprises a marketing plan, including the required parts, order, category research, and responsibilities of the professionals involved.
Readings
16.1 The Marketing Plan from Principles of Marketing – H5P Edition (2022).- 2.3 Purpose and Structure of the Marketing Plan from Principles of Marketing (Albrecht et al., 2023).
- 16.2 Marketing Planning Roles from Principles of Marketing – H5P Edition (2022).
- 2.2 The Role of Marketing in the Strategic Planning Process from Principles of Marketing (Albrecht et al., 2023).
- 16.3 Functions of the Marketing Plan from Principles of Marketing – H5P Edition (2022).
Practice Activities
Media Attributions
- H5P Image 19: Modified Grayscale photo of person holding glass by GR Stocks [grstocks], via Unsplash, is used under the Unsplash license.
- H5P Image 20: Modified Person pointing white paper on wall by Startaê Team [startaeteam], via Unsplash, is used under the Unsplash license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
GR Stocks. (2020). Grayscale photo of person holding glass [Image]. Unsplash. https://unsplash.com/photos/grayscale-photo-of-person-holding-glass-Iq9SaJezkOE.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
Startaê Team. (2018). Person pointing white paper on wall [Image]. Unsplash. https://unsplash.com/photos/person-pointing-white-paper-on-wall-7tXA8xwe4W4.
