A Strategic Planning Approach to Marketing
Authors: Justus Davis
Faculty Supervisor: Dr. Mary Eleanor Wickersham
Abstract:
By utilizing the basic universal components of a strategic plan, including a SWOT Analysis, Environmental Scanning, and Benchmarking, our team was able to develop a success driven Marketing Plan for Coastal Coalition for Children. The plan emphasized the need for consistent evaluation to ensure that the tactics in every objective contributed to the fulfillment of every goal. Certain objectives provided the need for us to present to the organization examples of highly recommended marketing techniques such as the use of speeches, news releases, feature articles, and public service announcements.
