Develop a marketing plan

Overview & Purpose

What This Standard Covers

This NOS focuses on creating a comprehensive marketing plan that incorporates insights from marketing audits, confirms objectives and budgets, outlines the implementation approach, and establishes success evaluation criteria. It is intended for marketing professionals responsible for developing marketing strategies.

Performance Criteria

• Consider marketing audit information where applicable
• Confirm marketing objectives aligned with the marketing strategy
• Validate the agreed budget for marketing activities
• Identify characteristics and needs of target customers
• Agree on the overall approach for marketing activities
• Evaluate potential marketing methods based on target market and budget
• Assess risks to the marketing plan and outline mitigation strategies
• Determine necessary actions and resources for implementation
• Establish evaluation criteria for the marketing plan
• Seek expert advice when needed
• Produce a detailed marketing plan with methods, actions, timelines, budget, and evaluation criteria
• Set monitoring procedures for evaluation feedback
• Consult key stakeholders and revise the plan based on their input
• Secure agreement on the marketing plan from decision-makers

Knowledge & Understanding Requirements

• Awareness of current legal, regulatory, and ethical requirements for marketing
• Understanding the content and application of marketing audits
• Knowledge of the organization’s existing and target customer profiles
• Familiarity with various marketing methods and appropriate selection criteria
• Insight into risks associated with marketing plans and mitigation techniques
• Ability to determine resource requirements to meet marketing objectives
• Knowledge of expert sources for advice and guidance
• Awareness of essential components of a marketing plan
• Understanding how to develop effective monitoring arrangements

Relevent Roles

• Marketing & Sales Manager
• Marketing Associate