 | Learning Objectives
(See related pages)
- The role of marketing planning within businesses
- The key planning questions
- The process of marketing planning
- The concept of the business mission
- The nature of the marketing audit and SWOT analysis
- The nature of marketing objectives
- The components of core strategy and the criteria for testing its effectiveness
- Where marketing mix decisions are placed within the marketing planning process
- The importance of organization, implementation and control within the marketing planning process
- The rewards and problems associated with marketing planning
- Recommendations for overcoming marketing planning problems
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