Developing a Marketing Plan

This episode explores the structure and purpose of a marketing plan, positioning it as the central tool for guiding and coordinating a company’s marketing efforts. It highlights the plan’s three primary functions: clarifying the action plan, informing stakeholders, and persuading decision-makers of its feasibility. Listeners learn the principles of relevance, clarity, conciseness, and actionability, as well as the typical plan structure—executive summary, situation overview, goal, strategy, tactics, implementation, and control. The episode closes with insights on keeping plans dynamic through regular updates in response to performance gaps and market changes.