Title: (Optional) Develop a promotional plan for a specific product or service.
Course: Marketing Management (12166) > Section: Managing Promotion

Development of the promotional plan should include

- creating a campaign theme
- analyzing the market
- identifying the target market
- developing objectives
- developing a budget
- selecting the promotional mix
- determining the strategies and tactics for the promotion
- developing a post-promotion review to evaluate strategy and tactics.

Process/Skill Questions:

- Why would a marketer develop a promotional plan and what factors should be considered?
- How might a flow chart be helpful when developing a promotional plan?
- Why is promotion the primary way that businesses communicate with prospective customers?
- Why would two businesses have different promotional plans for the same product and/or service lines?
- How would the target market influence the development of a promotional plan?
- How would available financial resources and human resources affect a promotional plan?
- How would the business evaluate the performance of a promotional plan?