“Marketing is the management of exchange.” – Philip Kotler
The marketing plan is a “blueprint” to guide the organization’s exchange of goods, services, or information throughout the next 12 to 18 months. It needs to be flexible, coordinate with, and follow other plans such as the strategic plan. Development of the marketing plan involves the entire organization/division/service line, including those in the C-Suite. A marketing plan must include measurable results, laid out in advance. While there is no “right” format for a marketing plan, the proof is in its results. The plan must be implemented and become a part of the organization’s culture.
Upon successful completion of the course material, you will be able to:
There is no “right” format for a marketing plan or a right way to do one. The proof of the plan is in the context, not the format. The plan itself is just a “blueprint”, it does not delineate every detail and step. A marketing plan:
Here is an example of how the marketing plan and the strategic plan might coordinate.(see attached picture)
The marketing plan involves the entire organization. It cannot just be the responsibility of the marketing department or a contracted marketing firm. In order to determine the success of the plan, measurable goals and objectives must be set as part of the plan. Indicators or measures must be tracked and monitored. Finally, the market plan must be implemented. Otherwise, it is just an exercise in paperwork. Implementation of a good quality market plan means it becomes part of the organization’s culture in the same way the strategic plan should.
Adapted from Healthcare Marketing Plans that Work by David Marlowe
Marlowe, D. (2014, October). Healthcare marketing plans that work. Paper presented at the Nebraska Healthcare Marketers, Lincoln, NE. Retrieved from www.nebraskahospitals.org/file_download/3a748cf5-1283-44cd-a5b6-53684cb065d0
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