MGT 103 Chapter Notes - Chapter A: Marketing Plan, Business Plan, Plans

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Campbell

Document Summary

Marketing plan: road map for the marketing actions of an organization for a specified future time period. Specific format for a marketing plan for an organization depends on the following: If the plan is directed to an external audience it has the additional function of being an important sales document, so it contains elements such as strategic focus, organizational structure, etc. The kind and complexity of the organization. The industry: geographic scope of organization may be different as are the complexities of their offerings and hence the time periods likely to be covered by their plans. Business plan: road map for the entire organization for a specified future period of time, such as one year or five years. A key difference between a marketing plan and a business plan is that the business plan contains details on the research and development (r&d)/ operations/ manufacturing activies of the organization.