Page 114 - Business Studies 11-12 (2006)

MARKETING: GOODS, SERVICES, EVENTS, GRADE 11, COLLEGE PREPARATION (BMI3C) 113
The Marketing Plan
Overall Expectations
By the end of this course, students will:
• explain the process of developing a marketing plan;
• developamarketingplanforagood,service,orevent; • analyse the uses of a marketing plan.
Specific Expectations
The Process
By the end of this course, students will:
– identify resources (e.g., Internet support sites, business planning templates, regional economic centres) available to assist in the development of a marketing plan;
– describe the steps and stages in the creation of a marketing plan for a good, service, or event;
– explain the difference between a market- ing plan and a venture plan.
The Development
By the end of this course, students will:
– outline a strategic plan (e.g., goals, market- ing research, purpose of product, mission statement) for a real or simulated product (good, service, or event);
– apply the marketing mix to the selected product;
– produce a marketing plan for the selected product, using current information technology.
The Analysis
By the end of this course, students will:
– explain how a marketing plan is used as a strategic tool (e.g., to determine future growth of a business, develop new pro- ducts, expand domestic markets, enter foreign markets);
– identify the reasons why stakeholders (e.g., executive decision makers, business owners, bankers, investors, board of directors) would be interested in a marketing plan;
– explain how a marketing plan can address the areas of ethics and social responsibility (e.g., by identifying diverse markets, by requiring environmentally friendly com- ponents in the product and its packaging, by incorporating positive social messages for healthy products);
– explain how essential skills (e.g., HRSDC essential skills) and employability skills (e.g., organizational, planning, time- management, information technology skills) are acquired through the prepara- tion and implementation of a marketing plan.