ABSTRACT
The first step to developing a marketing plan is to define the institution’s marketing strategy. These three questions need to be answered:
• Where are we now? • Where do we want to be in a year, two years, five years? • Who do we want to be? (This comes from the strategic plan.)
The next step is to develop the marketing plan. Then two more questions need to be answered:
• How we will accomplish our strategy? • What tools and methods will be used?
