Lecture 8
Planning and budgeting
Learning objectives:
- Classify marketing costs
- Differentiate income streams over time
- Plan appropriate financing for the campaign
The planning process:
The planning, costing and delivery process:
Part 1: what are we trying to achieve as a strategy?
Part 2: combine the marketing mix ideas into an overall campaign plan
Part 3: what’s the effect?
Part 4: deliver, monitor and improve
What’s the strategic focus?
, Strategic direction:
Ansoff’s product – market growth matrix
Pricing across the product life cycle:
Planning for a dynamic environment:
Planning and budgeting
Learning objectives:
- Classify marketing costs
- Differentiate income streams over time
- Plan appropriate financing for the campaign
The planning process:
The planning, costing and delivery process:
Part 1: what are we trying to achieve as a strategy?
Part 2: combine the marketing mix ideas into an overall campaign plan
Part 3: what’s the effect?
Part 4: deliver, monitor and improve
What’s the strategic focus?
, Strategic direction:
Ansoff’s product – market growth matrix
Pricing across the product life cycle:
Planning for a dynamic environment:
