Market-oriented strategic planning in Marketing Management

The following is a discussion agenda on market-oriented strategic planning in Marketing Management:

1. Strategic planning notions in Marketing Management
• Types of plans
• strategic marketing plan
• tactical marketing plan
• marketing plan
• Organizational levels of planning
• corporate level
• the Boston Consulting Group's Growth-Share Matrix
• division level
• strategic business units (SBU)
• the SBU life cycle
• business unit strategic planning: business mission, SWOT analysis, Market Opportunity Analysis
• The strategic-planning gap
• Strategic formulation
• Porter's generic strategies
• Operational effectiveness and strategy
• Strategic alliances
• Marketing alliances
• Program formulation and implementation
• Feedback and control
2. The marketing process
• the value-delivery sequence
• steps in the planning process
• the marketing process
• Analyzing market opportunities
• Developing marketing strategies
• Planning marketing programs
• Managing the marketing effort
3. Product planning
4. Contents of the marketing plan
• Executive summary and table of contents
• Current marketing situation
• Opportunity and issue analysis
• Objectives
• Marketing strategy
• Action programs
• Financial projections
• Implementation controls

Reference
Kotler, P. (2003) "Chapter 4: winning markets through market-oriented strategic planning" in Marketing Management, Prentice Hall.