A company's Marketing Plan is a document that outlines the overall marketing strategy, specific actions to be undertaken and the logic underlying the recommendations. As such, it is the culmination of a detailed analysis of the company's marketing situation and is a vital resource in a competitive market. An effective marketing plan is often an outcome of a group effort and not only focuses on the appropriate marketing strategy for the company, but is also sensitive to the implementation challenge given time and resource constraints. At the same time, the effectiveness of any marketing plan is often a function of how convincingly the plan has been presented to the stakeholders. This course builds on the introductory marketing course and will teach the basics of creating and communicating effective Marketing Plans by covering different aspects of such a plan like marketing audits, market analysis, marketing strategy, tactics and implementation tools. It will do so with a combination of case studies, assignments, a practical project, role plays, discussions and student presentations. The students will be exposed to examples of marketing plans and gain practice in creating such plans. A practical project will be an integral part of the course.
No Scheduled Class Meetings, January 13 - April 13 (Online)
Location:
ONLINE
Instructor:
Ariela Freed
Notes:
Riipen Project - You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Ariela Freed
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Ariela Freed is a seasoned digital marketing expert with over twenty years of experience leading teams across North America and Europe. Fusing loyalty, B2C CRM, UX and communications frameworks, with data analytics and technical know-how, Ariela helps businesses devise and implement marketing plans that enhance customer relationships, stand out against the competition, and drive profitable revenue growth. Her extensive experience spans top brands, agencies, and tech start-ups, providing her with a holistic marketing perspective that can be relatable to students with interests across a variety of career paths.
Ariela holds a Bachelor of Commerce from McGill University and an MBA from York University’s Schulich School of Business. She taught Digital Marketing at BrainStation before joining the McMaster University Continuing Education team. She is excited to help people learn about the exciting and ever-changing world of marketing.
