When a marketing plan is completed thoughtfully and skillfully, it helps marketers not only present the case for what they recommend doing, but it also creates a common vision within the organization about what’s happening and how people and resources will come together to achieve that vision. After analyzing the marketing environment, the plan then recommends strategies and tactics aimed at helping the organization take full advantage of available opportunities and resources to accomplish its goals. The marketing plan is the guiding document used by marketing managers and teams to lay out the objectives that marketing efforts will focus on and the actions they will take to achieve these objectives.Ī comprehensive marketing plan paints the big picture of what is happening with an organization internally and externally. You have learned about many different tools marketers use to fill this role. As explained at the beginning of this course, the role of marketing is to identify, satisfy, and retain customers.

Marketing exists in order to support an organization in achieving its strategic goals–for growth, profitability, revenue, influence, and so on. Explain why each key element of the marketing plan is important to the marketing team’s successful implementation of the overall planĬharting the Course Ahead: The Marketing Plan.Describe the purpose of a marketing plan.

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