Management of the marketing effort

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Reference no: EM132071379

According to the learning materials (Topic 2, p. 3), 'the strategic marketing planning process needs to include an analysis of marketing opportunities, selection of target markets, ... development of marketing strategies, planning of marketing programs (the marketing mix), and management of the marketing effort (annual-plan control, profitability control, strategic control)'.

Identify two or three key components of the marketing planning process which you believe are the least effectively conducted by an organisation with which you are familiar, and explain the likely impact on the organisation's marketing performance (with in-depth supporting reasoning). You should focus your analysis on just one product (physical good or service) or product range. Please note that this assignment is about the 'Marketing Planning Process' rather than the 'Marketing Plan'.

In your analysis, ensure you consider comments made in the article, 'Marketing planning process - reflection on the complex of activities that affect all aspects of business life', including the argument that planning activities carried out by the organisation 'must be in concert, must fit into the overall direction of the target company's tasks [and] are a collective support for the company goal as a whole' (Horáková, Švarcová & Volf 2017, p. 45).

Provide adequate information about your chosen organisation and product (physical good or service) or product range, so that the marker can assess your response appropriately. However, limit this information to about 150 words or less since it does not contribute directly to your marks. The company information does not contribute to your word count.

Part B: Oral presentation

Having completed the written report (Part A), you are required to produce a PowerPoint presentation with a script and recorded narration that presents recommendations based on your analysis within Part A.

For the purposes of this presentation, assume you are a marketing consultant delivering this presentation to the CEO and senior marketing management within your chosen organisation. In essence, assume you are explaining the major changes you would recommend to the organisation's marketing planning process. Your PowerPoint slides should provide the basis for your oral presentation.

You should very briefly mention the frameworks/models/theories you are applying within your analysis. You don't need to reference the literature in your PowerPoint slides unless you use verbatim content from any source. However, you should briefly mention the sources of theory in your oral presentation. (Of course, you should have provided appropriate references within your written report.)

1500 words count

Reference no: EM132071379

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