Research Guides: MAR 4480 Strategic Marketing: Home

Marketing Plan Review

Executive Summary
1. do me last
Situational Analysis
1. Analysis of Internal Environment (company)
2. Analysis of Customer Environment (external)
3. Analysis of Industry/Category Environment (external)
4. Analysis of Competitors (external)
5. Analysis using SWOT (Strengths, Weaknesses, Opportunities Threats)
Marketing Goals & Objectives
1. Marketing Goals
2. Marketing Objectives
Marketing Strategy
1. Primary (and secondary) target market
2. Overall branding strategy
3. Product strategy
4. Pricing strategy
5. Distribution/supply chain strategy
6. Integrated marketing communication (promotion) strategy
Marketing Implementation
1. Structural issues
2. Tactical marketing activities
Evaluation & Control
1. Formal controls
2. Informal controls
3. Marketing audits

New York Times (NYTimes.com)
Navigate to https://www.nytimes.com, select Log In, and then the “Continue with work or school single sign-on” link. Login with your FSU email address to access the NYtimes.com website and app. If you had a prior personal account, please contact the New York Times directly for assistance in canceling, before creating your FSU account. Find them at nytimes.com/help, or 1-855-698-1157, or edu@nytimes.com.
Abbreviation: nytcom
Vendor: The New York Times Company
Type: Newspapers and Newswires
Wall Street Journal (WSJ.com)
Use your FSU email address to create an account for access to the WSJ.com website and app. Faculty and staff must refresh their access (check your fsu.edu email) once a year.
Abbreviation: wsjcom
Vendor: Dow Jones & Company
Type: Newspapers and Newswires
Ad Age
Ad Age is a resource for advertising and marketing industry news, with data on marketers, ad campaigns, and advertising spending by company and industry wide. To access: 1) create an Ad Age account; 2) enter your @fsu.edu email; 3) select Check Eligibility; 4) register for an account. FSU has access to the Ad Age Digital Edition and Data Center.

Abbreviation: adage
Vendor: Crain Communications
Subjects: Communication, Demography and Population Studies, Marketing, Statistics
Type: Datasets/Statistics