School of Continuing Studies

XCPD-523 Creating Effective Marketing Plans

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About the course

Course Details

Marketing plans are often created ad hoc and with limited research to inform them. However, in today's competitive environment, organizations place a greater premium on comprehensive planning for more effective marketing outcomes. Understanding the fundamental principles of strategic and tactical planning is a key first step for building an effective marketing action plan. This course teaches students the core competencies needed for analyzing marketplace dynamics, preparing a distinctive and relevant strategy, assembling a creative marketing program, and analyzing plan effectiveness. Students will complete an entire marketing plan cycle from start to finish.

Course Objectives

Upon completion of this course, successful students will be able to:

  • Apply core competencies needed for analyzing marketplace dynamics, preparing a distinctive and relevant strategy, assembling a creative marketing program, and analyzing plan effectiveness.
  • Develop a marketing plan cycle from start to finish.

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