Marketing Plan Development

This note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan. Excerpt UVA-M-0848 Aug. 11, 2013 MARKETING PLAN DEVELOPMENT Introduction The term marketing is often associated with advertising, sales promotion, or the random phone call from someone attempting to either conduct research or sell you something—usually around dinnertime. These activities are legitimate aspects of a marketing strategy, but they only represent one tactical stage in an overall process by which a marketing plan is developed and implemented. The purpose of this technical note is to describe in detail the components of a marketing plan and the process by which data are collected and the plan is developed. This note and the templates that accompany it have been developed over years in support of my second-year business-to-business marketing elective and executive education programs. My objective has always been to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan. . . .