Marketing S.S.S 1 Second Term

WEEK 6

Marketing Planning Process and Research

Performance Objectives

Students should be able to explain:

1. Meaning of the marketing planning process

2. Key elements in marketing planning

Content

1. Marketing planning process

i. Meaning

ii. Key elements in marketing planning

Marketing Planning Process

 The marketing planning process can be described as a systematic way of identifying a range of options with a view to choosing one or more of them and then to schedule and cost out what has to be done to achieve the objectives. Marketing planning is the process of anticipating future events and conditions and determining courses of action for meeting organisational goals and objectives.

Planning in marketing is a continuous process that involves identifying specific objectives and developing action for meeting them. It also.... View More