Share these talks and lectures with your colleagues
Invite colleaguesWe noted you are experiencing viewing problems
-
Check with your IT department that JWPlatform, JWPlayer and Amazon AWS & CloudFront are not being blocked by your network. The relevant domains are *.jwplatform.com, *.jwpsrv.com, *.jwpcdn.com, jwpltx.com, jwpsrv.a.ssl.fastly.net, *.amazonaws.com and *.cloudfront.net. The relevant ports are 80 and 443.
-
Check the following talk links to see which ones work correctly:
Auto Mode
HTTP Progressive Download Send us your results from the above test links at access@hstalks.com and we will contact you with further advice on troubleshooting your viewing problems. -
No luck yet? More tips for troubleshooting viewing issues
-
Contact HST Support access@hstalks.com
-
Please review our troubleshooting guide for tips and advice on resolving your viewing problems.
-
For additional help, please don't hesitate to contact HST support access@hstalks.com
We hope you have enjoyed this limited-length demo
This is a limited length demo talk; you may
login or
review methods of
obtaining more access.
Printable Handouts
Navigable Slide Index
This material is restricted to subscribers.
Topics Covered
- Strategy
- Personas
- Demographics
- Psychographics
- Webographics
- Resources and budget
Links
Series:
Categories:
External Links
Talk Citation
Hanlon, A. (2023, November 30). What are the key components of a marketing plan? [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 16, 2024, from https://doi.org/10.69645/VQWR8786.Export Citation (RIS)
Publication History
Other Talks in the Series: Key Concepts: Marketing
Transcript
Please wait while the transcript is being prepared...
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.