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Developing a Superior Strategic Marketing Plan
Whitler, Kimberly A. Technical Note M-0890 / Published February 11, 2016 / 17 pages.
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Product Overview

While both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan—as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan and provides examples. This is appropriate for strategy, marketing strategy, brand management, and marketing capstone courses at the undergraduate and graduate levels.


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  • Overview

    While both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan—as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan and provides examples. This is appropriate for strategy, marketing strategy, brand management, and marketing capstone courses at the undergraduate and graduate levels.

  • Learning Objectives