The marketing environment is constantly changing and as marketers we need to monitor these changes through research. The research is not used to make decisions but to reduce the risk of making a wrong decision.

SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL).

PHASE 1: PLANNING THE PLANNING.

PHASE 2: APPROACHES TO MARKETING BUDGET PLANNING.

1 Heuristic budgeting approach: Pragmatic budget calculation.

2 Analytical budgeting approach: Modeling using the advertising impact function.

PHASE 3: STRATEGIC MARKETING PLANNING.

1 Systematic Procedure for Strategy Development.

2 Analysis of the Initial Strategic Situation.

3 Brand management: A brand is a brand.

4 Sales channel management: Defining and designing the sales channel.

5 Online marketing: Attractive offerings and pricing wanted.

6 Developing and evaluating marketing strategies.

PHASE 4: PROGRAM STRATEGY.

1 Decisions about the communication strategy and advertising message.

2 The elements of program planning.

PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING).

1 From programs to campaigns: From content to implementation.

2 Differentiation and standardization of campaign architectures.

3 Using media: How can I reach the customer cost-efficiently?

4 Advertising effectiveness analysis: Test procedure made easy.

PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION.

1. A systematic approach to finding the most suitable agency.

2. Good agency briefing: The key to success.

PHASE 7: ANALYSIS AND REPORTING.

1 Analysis and reporting: Figure-based planning and learning from success (or failure).

2 Analysis instruments for efficient planning and implementation.

3 Defining KPIs and controlling with the balanced scorecard.

IMPLEMENTATION.

IMPLEMENTING MARKETING PLANNING.

1 Marketing organization in a state of flux.

2 Gathering and managing customer data (database marketing).

3 Planning and implementing marketing planning: The secret is in the system