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BMGT 411: Module 8, CRM and Delivering the Overall Marketing Plan

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BMGT 411: Module 8, CRM and Delivering the Overall Marketing Plan

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Delivering the Marketing Plan – Key Items to include (Note: Example Plan is located at )

1. Executive Summary: One page that gives the readers an idea of your overall marketing plan. This should include a high level summary of your product, your target segment, and the overall marketing strategy
2. Situational Analysis or SWOT: From Module #1
3. Market Needs and Trends: This will include the data you found in module #2 around your desired target segment
4. Product overview and Pricing Recommendation: This will include details around Module #3 and the product you developed and designed
5. STP: You should outline your target segment as well as your positioning strategy to reach this segment (module #4)
6. Channel Strategy: How you will get your product to market, and key partner retailers (Module 5)
7. Marketing Communications Strategy: your proposed marketing mix for both traditional and digital media (Module 6 and 7)
♣ Students should include a “calendar” of proposed marketing activities for the year (2017)
8. CRM Strategy – Plan for building long-term loyalty with the customer (module 8)
9. Measurement: The students recommended plan for measuring the success of the campaign

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