There’s no ‘one-size-fits-all’ approach to marketing management, but you should at least consider the basic building blocks:
- Marketing Audit (how the organization got to where it is)
- Current State Analysis (where the organization is right now)
- Future State Analysis (how the organization fits into the outside world)
- Long-term Marketing Plan (high-level goals for your marketing efforts)
Market research can come in various forms. If you have a new product or service offering, you may want to consider conducting focus groups or surveys to explore or refine the product or service concept. If your interest is in the broad market background, you should consider external market research to help you to better understand the overall market.
Marketing Campaign Plan
Once you’re ready to embark on an advertising or marketing campaign, you’ll need to plan, conduct, and monitor the campaign. This includes: high-level planning of marketing options, development of advertising graphics and copy, and engagement with service providers to deliver the marketing message.
Marketing Results and Lessons Learned
To help refine the Marketing Strategy or Marketing Tactics, you’ll need to develop a measurement plan to evaluate the success of the marketing campaign. These results can then be used to revise future marketing engagements. In the words of Michael Dell, “If you measure it, you can improve it.”
Chris McPhee, MBA