This unit introduces students to the basic theory and application of marketing planning. The aim of this unit is to present the significance and basics of Marketing planning for businesses and organisations. The unit covers theories and business practices adopted by commercial organisations for their Marketing planning. This unit presents the goals and objectives of market planning and different elements of a market plan including the market analysis, segmenting, targeting and positioning, consumer behaviour, marketing research the marketing strategies and their implementation.
PRESCRIBED TEXT - ADVERTISING PRINCIPLES & PRACTICES