BUS 2201 University of The People Principles of Marketing Learning Journal Essay

Description

Introduction

The material in this unit will provide an overview of the importance of strategic planning to the marketing process and its relationship with the marketing plan. You will learn how marketing drives all business activities in the profit and not-for-profits sectors. The unit will focus on the importance of developing a strategic plan and a marketing plan to guide business activity and provide you with the framework to develop both in a manner that provides value to your organization. Finally, the importance of developing metrics, or measures, to evaluate the success of strategic plans and marketing plans is highlighted.

Reading Assignment

anner, J. & Raymond, M.A. (2016). Principles of marketing. Open Textbooks for Hong Kong. Licensed under a Creative Commons by-nc-sa. Read online at: https://www.opentextbooks.org.hk/ditabook/16010

Read Chapter 2 and Chapter 16

In the reading for week two, you will be introduced to strategic planning and the development of the marketing plan and the importance of both in fostering successful business activity. Chapter Two examines the strategic planning process companies go through in order to develop, price, promote and sell their products and services. Chapter Sixteen discusses marketing planning roles, the parts and functions of the marketing plan, forecasting, and the structure of a marketing plan audit. The combination of both provides marketers with the structure for success and the guidance that they need to reach their goals.

Learning Journal

One theme of Unit 2 is planning. Make a journal entry that answers the following question: What skills and knowledge do you need to possess in order to develop a useful marketing plan?

Explanation & Answer:

1 Essay

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