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Practical Lessons in Marketing

SECTION 1: Pre-planning – What do we need to start?
LESSON 1-1: Is your organization ready for a marketing plan
LESSON 1-2: Lesson 1-2: How to Use the Practical Lessons

SECTION 2: The Executive Summary
LESSON 2-1: Executive Summary

SECTION 3: Situation Analysis - Where are we?
LESSON 3-1: Mission statements
LESSON 3-2: Understanding the Customer (Target Segmentation)
LESSON 3-3: Environmental Analysis
LESSON 3-4: Competitive Analysis
LESSON 3-5: Internal (SWOT) Analysis
LESSON 3-6: Researching Audiences: Current and Potential
LESSON 3-7: Marketing Segmentation
LESSON 3-8: Where the Situation Analysis fits into the plan
LESSON 3-9: Situation Analysis Summary

SECTION 4: Marketing Objectives – Where do we want to go?
LESSON 4-1: Setting Good Objectives

SECTION 5: Marketing Strategy - How do we get there?
LESSON 5-1: Overview of Marketing Strategies
LESSON 5-2: Branding Your Organization

SECTION 6: Marketing Tactics - How are going to get there?
LESSON 6-1: Crafting a Persuasive Message
LESSON 6-2: Media Choices
LESSON 6-3: Communications Strategy
LESSON 6-4: Tactical Options
LESSON 6-9: Marketing Tactics Summary

SECTION 7: The Action Plan - Who will do what? When will they do it?

SECTION 8: The Budget - How much will it cost?
LESSON 8-1: Intro to the Budget
LESSON 8-2: Putting Together Your Budget
LESSON 8-3: Typical Budget Problems and Pitfalls
LESSON 8-4: Budget Summary

SECTION 9: The Evaluation Process
LESSON 9-1: Understanding Evaluation Basics
LESSON 9-2: Strategies for Approaching Evaluations
LESSON 9-3: Evaluation Tools & Tactics

SECTION 10: Your First Draft



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