L4 Marketing Module 5

Marketing Level 4 April 2020 By: Titi L Downloaded from hlayiso.com 1

Topic 5 Marketing performance and objectives Downloaded from hlayiso.com 2

Purpose of this module is to: • Learn about how marketing can give inputs into strategic business plans; • How to meet and report on marketing performance and objectives; • Why marketing departments should give inputs into strategic business plans; • Learn about marketing performance standards; • Learn how to plan marketing programmes, and follow how to meet marketing objective within the time frames. Downloaded from hlayiso.com 3

At the end of this topic students must be able to : • Explain what a strategic business plan is; • Discuss the importance of a business strategic plan to marketing organisations; • Identify and explain types of input that can be given by the marketing department to the strategic plan; • List the advantages of giving marketing inputs to a business strategic plan. Downloaded from hlayiso.com 4

Strategic Business Plan • Is a plan that identifies the nature of the business, and includes the company’s vision and mission statement. It helps to guide employees when they make important decisions about the company. Downloaded from hlayiso.com 5

Strategic Planning Cycle How can we improve? G Oa | S Where do we want to go? Desired Results Outcomes How did we do? How do we get there? MURS eRIe Ce Strategies Targets 8

Reasons for Business Plans in Marketing Organisations • It helps to make sure that it grows in size and produces sales; • Helps to keep up with other marketing organisations; • Helps to keep up with international trends; • Helps to meet the changing demands of consumers; • Helps to keep up with technological changes. Downloaded from hlayiso.com 7

The marketing department of an organisation can give valuable inputs into the strategic business plan Downloaded from hlayiso.com 8

Types and advantage of inputs The marketing department is able to give input about the product or the services that the organisation provides: • How do we produce the product? • How do we get the product? • What will our product cost? • How will we promote or communicate about our product? Downloaded from hlayiso.com 9

Marketing developer must have the following to give good inputs into the strategic business plan: A good knowledge of your customers needs, and how your product can meet those needs A good awareness of how well your business is doing , comparing to your competitors An awareness of how the business environment changes. Downloaded A good attitudefrom hlayiso.com and willingness to improve your 10 product.

KEY WORDS Downloaded from hlayiso.com 11

Learning activity 1.What is strategic business plan? 2.Give four reasons why a marketing organisation should have a strategic business plan Downloaded from hlayiso.com 12

“STRATEGIC PLANNING IS WORTHLESS - UNLESS THERE 1S FIRST A STRATEGIC VISION,” JOHN NAISBITT

Thank you Downloaded from hlayiso.com 14