Marketing Planning and Practice

Marketing Planning and Practice
UMKDQD-15-2

Week 8 Lecture 8.2
Presented by
Michelle Jackson
Module Leader
w/c 12 April 2021

Implementation

Why plans must be controlled

Be able to do it better next time

Why do implementation matters need addressing?

Making sure your planned activities happen

2

Tactics and Implementation
Where competitive advantage lies
Internal planning and communication essential
Need to map implementation needs to tactics
Allocating and controlling resources
Identifying priorities

Implementation
Implementation is the process of putting a decision or plan into effect
Execution of the marketing plan
Specific actions that will ensure the marketing objectives are achieved

Implementation Considerations
What specific actions are needed?
When will these activities be performed?
How will these be performed?
Who is responsible?
How much will it cost?
Not required to propose a budget – acknowledge that there will be costs involved

Monitoring
Internal management tasks to perform not just this cycle of planning but future ones too
To assess and demonstrate your effectiveness in achieving your objectives and/or impacts

Inextricably linked with implementation factors

Develop strategies
and set objectives
Define monitoring
mechanisms
Check performance
against objectives
Take corrective
action where
possible

Monitoring
Identify how regular you plan to monitor the tactics within your plan
Daily? Weekly?
Whole plan should be reviewed
Include a Gantt-type chart
Show key milestones