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Marketing
Plan
Management
27 November 2013
The development and supervision
of the overall marketing strategy and tactics to be employed, including target
customer definition, acquisition and retention; the internal and external
messages and media; and the maintenance of positive customer or guest
relations to achieve the marketing aspirations for the event project and its
hosting organization.
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Major Functions |
Performance Elements |
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Situation Analysis |
Understand the scope and purpose of marketing
Conduct an appraisal of the event product or service
Determine marketing objectives and measurements
Conduct environmental, competitive, and opportunity analyses |
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Target Market Definition |
Define the scope of the internal and external markets
Analyze the characteristics of market
segments
Define target market needs, wants, and expectations
Determine effective customer relations strategies and tactics |
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Messages and Branding |
Define unique value proposition
Determine communication needs for each target market
Create brand identity using verbal and
visual imagery
Ensure consistency in positioning, message, and branding |
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Marketing Media |
Identify the various media available
Understand
relative strengths and weaknesses of media
Select media according to target market needs
Select media according to the marketing life cycle |
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Strategy Integration |
Select marketing activities to match market
characteristics
Develop a marketing mix built upon strengths and objectives
Develop a schedule of marketing activities
Integrate all marketing activities for consistency and timeliness |
Back to EMBOK Matrix
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