Marketing Planning and Control Pdf KNEC notes

Description

Topic 1: Introduction to Marketing Planning

• Meaning of marketing planning;
• The scope of marketing planning;
• Importance of marketing planning

Topic 2: Strategic Planning

• Define strategy,
• Planning and Strategic planning
• Steps involved in strategic planning;
• Define Strategic business Units.
• Models of evaluating SBUs
• Strategies of allocating resources to SBUs
• Planning for new business occurs
• Formulate business growth strategies

Topic 3: Marketing Strategic Planning Process

• Step of strategic planning process
• Challenges in strategic planning
• Strategic marketing planning
• The steps in Marketing Strategic planning process
• Market coverage strategies.

Topic 4: Marketing Information System

• Marketing organization System
• Market Information System
• Market Intelligence
• Role of marketing information system

Topic 5: Marketing Planning

• Meaning of marketing plan
• Types of marketing plans
• Importance of marketing plans4
• Content of Marketing plan
• Methods of forecasting

Topic 6: Market Coverage and Competitive Strategies

• Competitive Positioning Strategies
• Techniques of penetrating the target market.

Topic 7: Marketing Budget

• Meaning of Marketing Budget
• Types of Marketing Budgets
• Preparation of marketing budgets

Topic 8: Marketing Control

• Meaning of marketing control
• Steps involved in marketing control
• Pre-requisites for effective marketing control
• Marketing control techniques
• Types of marketing control