Course: Marketing Planning

Marketing Planning Learn how to develop and write a comprehensive marketing plan. Examine how marketing plans can change with the life cycle or market conditions of a product or service. You develop a model marketing plan that incldes an analysis of competition, pricing, promotion, distribution, and building the value proposition. Special emphasis is placed on adopting and maintaining a customer orientation when creating marketing plans.

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The course uses the following book: "Marketing Planning: Where Strategy Meets Action. " First Edition (2012) by Sorger. Published by Pearson Prentice-Hall.

Course Description Syllabus
UCBX X411.3 Strategic Marketing Planning
Strategic Marketing Planning course
Syllabus, Draft

The course content table below includes chapter content, case studies (with supporting files), web resources, and relevant videos.

Abridged Content Table: Enter Password Above for Complete Table

Course Content Case Studies Web Resources Videos
Chapter 1.
(pdf); (ppt)
Introduction to Marketing (2:30);
Entrepreneur: Marketing Planning (2:02)
Chapter 13.
Sample Marketing Plan
(pdf); (ppt)
Developing Marketing Plans (16:24);
CNN: How to Brand Yourself (6:36);
Fox: (7:13);
Get That Job - Marketing Yourself;
"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill