What you’ll learn to do: explain how the marketing plan is used by marketing and the overall organization

In the first few modules of the course we discussed the importance of the marketing planning process to create alignment between marketing activities, company objectives, and the corporate mission. At that point we hadn’t discussed the elements of the marketing plan in any detail, so we focused on the general outline of the planning process. But now you’re miles down the road, having learned about the marketing mix and many other elements of the marketing plan. It’s the perfect time to circle back and revisit the planning process and see the marketing plan in action.