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Strategic Planning Fundamentals

Video Introduction

2.1 Developing a Strategic Plan

Steps in the Strategic Planning Process

Explain the Role of Marketing in the Strategic Planning Process

Analyzing the Business Portfolio and Strategy

Analyze and Design the Business Portfolio

Boston Consulting Group (BCG) Matrix

SWOT Analysis

Strategy

The Marketing Plan

2.3 Purpose and Structure of the Marketing Plan

Structure of a Marketing Plan

Marketing Metrics and Ethics

2.4 Marketing Plan Progress Using Metrics

Key Performance Indicators (KPIs) Explained

The Importance of Ethical Marketing

Welcome to Marketing- Chapter 2: Strategic Planning and the Marketing Process. In today's highly competitive business landscape, a well-crafted strategic plan is the blueprint for long-term success.

Welcome to Marketing- Chapter 2: Strategic Planning and the Marketing Process. In today's highly competitive business landscape, a well-crafted strategic plan is the blueprint for long-term success. This comprehensive course dives deep into the core fundamentals of strategic planning, equipping you with the knowledge to align marketing objectives with broader organizational goals. Whether you are an aspiring marketer, a business student, or a professional looking to sharpen your strategic acumen, this course offers a step-by-step guide to mastering the strategic planning process. You will explore essential frameworks such as the Boston Consulting Group (BCG) Matrix and SWOT Analysis, learning how to evaluate business portfolios and identify growth opportunities through market penetration, product development, and diversification. Beyond theory, this course provides practical insights into structuring a robust marketing plan, from crafting compelling executive summaries to defining precise market positioning. Furthermore, we emphasize the critical role of data and ethics in modern marketing. You will discover how to track your marketing plan's progress using Key Performance Indicators (KPIs) like Customer Lifetime Value (CLV) and Customer Satisfaction Scores, all while navigating the ethical considerations that shape responsible marketing practices. Join us to transform your strategic thinking and build marketing plans that drive measurable, sustainable business growth.

Marketing- Chapter 2

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            <p>Strategic planning serves as the foundational blueprint for any successful organization, providing a clear roadmap for decision-making and long-term growth. This chapter explores the fundamental concepts of developing a strategic plan, emphasizing how vision and mission statements define a company's purpose while SMART goals ensure objectives are measurable and attainable. Marketing plays a pivotal role in this process, aligning its specific objectives with broader corporate goals to drive value. By understanding the gap between current performance and future aspirations, businesses can leverage marketing managers to execute strategies that bridge these divides effectively and maintain a competitive edge in the marketplace.</p>

<p>Beyond high-level planning, this course delves into the practical tools used to analyze business portfolios and market environments. You will learn to apply frameworks like the Boston Consulting Group (BCG) Matrix to classify products and the SWOT analysis to identify internal strengths and external opportunities. These insights feed directly into the creation of a structured marketing plan, which outlines everything from the executive summary to specific positioning strategies. To ensure these plans remain on track, the curriculum covers essential marketing metrics and Key Performance Indicators (KPIs), such as Customer Lifetime Value and satisfaction scores, while maintaining a firm commitment to ethical marketing practices that uphold organizational values and social responsibility.</p>
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