Unit 4 · 5 lessons
The Marketing Plan
How a business turns research into a written marketing plan: the sections of the plan, a research-based consumer profile, a competitive analysis, and a final plan with a budget, timeline, KPIs, and a break-even check.
- 49 practice questions
- 43 flashcards
- 1 interactive lesson
Lessons
- 1What a Marketing Plan Is ForA marketing plan is a written roadmap that explains where a product stands today, what the business wants to achieve, who it is selling to, how it will get there, what it will cost, and how success will be measured.9 questions
- 2Building a Consumer ProfileA consumer profile (persona) is a research-based description of one typical customer in the target market — their demographics, psychographics, behaviours, needs, and pain points — used to make every 4 Ps decision.9 questions
- 3Competitive AnalysisA competitive analysis identifies direct and indirect competitors, compares them on price, quality, place, and promotion, maps where they sit in customers' minds, and uses the gaps to find a competitive advantage that feeds the SWOT.8 questions
- 4Putting the Final Plan TogetherThe final marketing plan sets a budget and timeline, chooses KPIs (sales, market share, conversion rate, ROI) to measure success, checks that the numbers work with break-even analysis, and presents it all clearly.Interactive12 questions
- 5Presenting, Implementing and Evaluating the PlanA marketing plan only matters if decision-makers approve it and the team carries it out, so marketers pitch it clearly, design slides and charts that make the numbers obvious, answer questions with evidence, and then track KPIs against targets with contingency plans ready.11 questions