Business Case Studies & Business Publications

Developing a Superior Strategic Marketin...

Whitler, Kimberly ...

Technical Note

Developing a Superior Strategic Marketing Plan

Whitler, Kimberly A.

M-0890 | Published February 11, 2016 | 17 pages Technical Note

Collection: Darden School of Business

Product Details

While both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan—as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan and provides examples. This is appropriate for strategy, marketing strategy, brand management, and marketing capstone courses at the undergraduate and graduate levels.