Understand and undertake marketing activities TTLM (MSM)

2014E.
C

Occupational Standard: Marketing and Sales Management

Level II

Learning
Guide
Unit of Competence: Understand and undertake marketing activities

Module Title: Understand and undertake marketing activities

LG Code LSA MSM2 01 1221

TTLM Code: LSA MSM2 01 1221TTLM 001 1221

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 1

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C

LO3:- Implement marketing activities

Information Sheet-1 Marketing Implementation

What Is a Marketing Plan?

A marketing plan consists of all the strategies that a company will execute to reach its marketing
goals over a period of time. Marketing plans usually outline marketing activities on a monthly,
quarterly or annual basis.

Some examples of marketing strategies that can be part of a marketing plan are online
advertising, email marketing, content marketing, social media management, events, etc.
Marketing plans vary greatly but they all share these basic elements:

 Marketing Goals: Define the goals that your marketing plan will achieve, and
how those align with the strategic goals of your business.

 Market Research: Find out who your target customers and competitors are, as
well as other characteristics of your market.

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 2

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C
 Target Audience: Who are the buyer personas that you’re trying to reach with
your marketing strategies?

 Key Performance Indicators (KPI): Every marketing strategy needs key

performance indicators you can use to measure its success.

 Marketing team: Assemble a marketing team to achieve your goals.

 Marketing Budget: Create a marketing budget to manage the resources and

costs associated with each marketing activity.

 Marketing Strategies: Some marketing plans may require several strategies that
are executed simultaneously.

Once you’ve created your marketing plan, it’s time for implementation. Our free marketing plan
template is a great place to start with this process.

What Is Marketing Implementation?

Marketing implementation is the process of turning your marketing plan into a reality. To do so,
you’ll need a marketing implementation plan. It details the steps and resources required to
execute your marketing strategies.

As with any project plan, a marketing implementation plan defines the objectives of the
campaign and the requirements to fulfill them. You use it to assess the scope and outline the
deliverables.

Every task should have a due date, and you should assess risks and create plans to address them.
Define team member roles and responsibilities, and develop resource management and
communication plans.

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 3

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C
Benefits of an Effective Marketing Implementation Plan

Marketing implementation is a key step in bringing anything to market. It lets you turn
your marketing plan into a set of processes.

Without a marketing implementation plan, the timeline is vague and work spirals out of control
quickly. It’s like throwing away money. Plus, marketing teams are more focused on their work
when there’s an implementation plan. It helps them prioritize their work, so the most important
work gets done on time.

If all this sounds complicated, it is. Marketing projects involve many factors to manage and
ensure they’re all accounted for. To keep track of all of them, you need to use project
management software. ProjectManager organizes your marketing implementation from planning
to execution. Organize tasks and make assignments from the list view to connect teams and
foster better collaboration. Try ProjectManager free today!

Marketing Implementation: Definition, Aspects

Marketing implementation defines as the process

that turns marketing plans into action assignments and ensures that such assignments are

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 4

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C
executed to accomplish the plan’s stated objectives. No marketing program will succeed if it is
not implemented properly.

To implement, the marketing executive must;

1. obtain the support of all the people and institutions who will be involved,
2. time all aspects of the program so that they are synchronized to precision, and
3. retain some flexibility in the program to adjust to changes in the market environment.

Different Aspects of Implementing Marketing Activities

The planning and organizing functions provide purpose, direction, and structure of marketing
activities.

However, until marketing managers implement marketing activities (plan), exchanges cannot
occur.

Proper implementation of marketing activities depends on the coordination of marketing

activities, the motivation of personnel who perform those activities, and the effective
communication within the marketing department.

Coordinating Marketing Activities

Because of job specialization and differences in approaches, interests, and timing related to
marketing activities, marketing managers must synchronize individuals’ actions to achieve
marketing objectives.

They must work closely with managers in research and development, production, finance,
accounting, and personnel to see that marketing activities mesh with other firm functions.

Marketing managers must coordinate the activities of marketing staff within the firm and
integrate those activities with the marketing efforts of external organizations advertising
agencies, researchers, shippers, and resellers, among others.

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 5

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C
Marketing managers can improve coordination by making each employee aware of how one job
relates to others and how each person’s actions contribute to the achievement of marketing plans.

Motivating Marketing Personnel

One important element in implementation is motivating marketing personnel to perform

effectively. People work to satisfy physical, social, and psychological needs.

Since individuals try to achieve personal goals through the work environment, marketing
managers must show each individual how personal goals can be attained. To

motivate marketing personnel, managers must discover their employees’ needs and then base
their motivation methods on those needs. The degree to which a marketing manager can motivate
personnel has a major impact on all marketing efforts’ success.

Putting this other way, managers must base their motivational efforts on individuals’ value
systems within a specific organization. Various studies have shown that income, power, and
prestige that accompanies a high organization position are often motivators

Marketing managers can motivate marketing personnel to perform at a high level if they identify
employees’ goals and provide rewards and some means of goal attainment.

It is most important that the plan to motivate personnel to be fair, that it provides incentives, and
that employees understand it. Also, keep in mind that a minor reward or accomplishment for one
employee may be the ultimate fulfillment for someone else.

Communicating Within the Marketing Department

Without good communication, marketing managers can neither motivate personnel nor
coordinate their efforts. Marketing managers must be able to communicate with the firm’s top-
level management to ensure that marketing activities are consistent with the company’s overall
goals.

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 6

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C
Communication with top-level executives keeps marketing managers aware of the company’s
overall plans and achievements.

It also guides what the marketing unit is to do and how its activities are to be integrated with
those of other departments – such as personnel, production, or finance – with whose management
the marketing manager must also communicate to coordinate marketing efforts.

Marketing personnel must work with the production staff, for example, to help design products
that customer groups want.

To direct marketing activities, marketing managers must communicate with marketing personnel
at the operations level, such as researchers, package designers, advertising and sales personnel,
wholesalers, and retailers.

To facilitate communication within the marketing department, marketing managers should

establish an information system within the marketing department. This system should allow for
easy communication among marketing managers, sales managers, and sales personnel.

The information system should aid marketers in preparing internal and external reports.
Marketers need an information system to support various activities, such as planning, budgeting,
sales analyses, and performance evaluations.

A useful information system should be designed to expedite communications with other

departments in the organization and to minimize destructive competition among departments for
organizational resources

Work activity plans May include but not limited to:

 Activity monitoring and evaluation plans
 Detailed implementation plans covering the how, what and when of
activities
 Financial plans
 Human resource plans

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 7

 Understand and undertake marketing activities TTLM (MSM)
2014E.
C

 Plans for other required resources

 Time plans.
Relevant enterprise May include but not limited to:
personnel  Coordinators
 Owners
 Managers
 Section leaders
 Supervisors
 Team leaders.

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 8

Understand and undertake marketing activities Plan TTLM (MSM)

SHEGER COLLEGE, MARKETING AND SALES MANAGEMENT TTLM Page 9