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0:00
Hello and welcome
to this session
on the key components
of a marketing plan.
My name is Annemarie Hanlon
and I teach marketing at
Cranfield University's School
of Management in the UK.
Some of these themes are
taken from my books,
"Digital Marketing" and
"The Digital Marketing
Planner". Let's get started.
0:23
In this session, we look at
the impact of a
lack of planning,
and then we explore
the steps in building
the marketing plan.
Finally, we discover return
on marketing investment.
0:36
The lack of a marketing
plan can lead to
confusion where no one is
sure what is happening.
It can also lead to
working in silos where
information is not shared
and there is a lack
of integration.
You may have experienced
this if you are in
contact with different
departments in an organisation,
and one team is unaware of
what the other team are doing.
Without a plan, it is
difficult to assess whether
the organisation has the skills
needed to deliver the plan.
A lack of skills can
remain unnoticed
as different departments lack
staff to carry out the work.
Without a plan, it is
difficult to measure
effectiveness.
If no plans were in place,
no one will be clear if
goals were achieved.
Plus, in a complex and
changing external environment,
the wrong decisions may be
taken based on a
lack of information,
or there may be a
tendency to take
short-term decisions
which are based
on immediate rather than
long-term requirements.
This can result in greater
investment being required,
with the need to
carry out actions at
the last minute which may
require larger budgets.
