ABSTRACT
In many ways this unit serves as an overview and framework for the rest of the units in the
coursebook in as much as it encompasses the whole of the marketing process from the
perspective of the steps and issues in marketing planning and budgeting. We shall be looking
at the nature and the importance of the marketing planning process working through each of
the various stages and introducing the relevant tools and concepts appropriate to each stage.
Some central areas of marketing will be considered in this unit including areas such as the
marketing audit and the related areas of so-called SWOT and PEST analysis. In addition we
shall be looking at the concept of market segmentation and how this relates to the essential
elements of targeting and positioning and the creation of an integrated and coherent marketing
mix. The nature of marketing objectives is considered and the various marketing strategies to
achieve these. Finally we shall look at implementation and control issues together with the role
of marketing research and information in developing marketing plans. We would expect you to
take about 5 hours to work through this unit and suggest you allow a further 4-5 hours to
undertake the various activities suggested. Other than your notebook and writing equipment,
you will not need anything further to complete this unit.
