C8 Marketing Management
Module 3
The Marketing Mix
Module III Part I
Unit 10 - Marketing Planning
Module III Part II
Unit 11 - Marketing Implementation
Unit 12 - Control
1
,"There are three kinds of companies:
those that make things happen,
those who watch things happen,
and the rest who wonder what happened."
2
,Unit 10 – Marketing Planning
3
, Marketing Function and Strategic Role
• A strategy determines what should be done
• Operational Plans determine how the
strategy will be implemented
• Strategic Marketing implies that marketing
planning is carried out at a high level
– Where there is high-level recognition there tends
to be much better planning with marketing itself
becoming increasingly sophisticated
4
Module 3
The Marketing Mix
Module III Part I
Unit 10 - Marketing Planning
Module III Part II
Unit 11 - Marketing Implementation
Unit 12 - Control
1
,"There are three kinds of companies:
those that make things happen,
those who watch things happen,
and the rest who wonder what happened."
2
,Unit 10 – Marketing Planning
3
, Marketing Function and Strategic Role
• A strategy determines what should be done
• Operational Plans determine how the
strategy will be implemented
• Strategic Marketing implies that marketing
planning is carried out at a high level
– Where there is high-level recognition there tends
to be much better planning with marketing itself
becoming increasingly sophisticated
4
