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 15 - April 14 (Online)
Location:
ONLINE
Instructor:
Glenn Smith
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
Glenn Smith
Glenn Smith is the Sole Proprietor of Zeitgeist Marketing Ltd, a company that provides consulting and interim/contract marketing, business planning, management and implementation services. Previously he worked as VP of Strategic Marketing at Diageo Canada Inc. and VP of Marketing at World Wrestling Entertainment Canada. Glenn holds a B.A. in Psychology and an M.B.A., both from McGill University.
