CIM Revision Cards Marketing Planning

Karen Beamish

• Publisher: Routledge
• Year: 2013
• ISBN:
  9781136418235
• Edition: 2
• Topic: Business
• Subtopic: Business General
• Index: Business

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised

INTRODUCTION TO MARKETING PLANNING

LEARNING OUTCOMES

Explaining the synergistic planning process –analysis planning, implementation and control

Listing the components of the marketing plan

Assessing the potential impact of wider macro-environmental forces relating to the role of culture, ethical approach, social responsibility, legal frameworks and sustainability

KEY REVISION POINTS

The importance of marketing to the development of corporate strategy

Understanding corporate planning

What is marketing strategy and the basics of a good marketing strategy?

The role and components of the marketing plan and barriers to marketing planning

Syllabus Reference: 1.1–1.5

Understanding Corporate Planning

Planning is the establishment of objectives and the formulation, evaluation and selection of policies, strategies, tactics and actions required to achieve them

Corporate planning starts at the top of the organization and impinges upon every aspect and every division or department of the organization

Corporate strategy and plans are clearly linked to achieve the mission and vision of the organization

Each business unit has a responsibility for the development of its own function plans

Understanding Corporate Planning

The marketing department is often responsible for the provision and collation of information provided to support and underpin the corporate planning process

In order to succeed in strategy development, it is essential that all departments work together in an integrative and innovative way

Business units that plan in isolation tend to do so to the detriment of others!

It is important for the purpose of the examination to demonstrate an overall knowledge of the planning hierarchy and the role of corporate planning. You should be able to demonstrate how the role and function of marketing underpins the successful development of corporate strategy and planning!

What is marketing strategy?

Marketing strategy – a strategy indicating the specific target markets and the types of competitive advantages that are to be developed and exploited (Dibb, Simkin, Pride and Ferrell, 2001)

Providing superior competitive advantage

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