Discussion #8 - COIN 72

The Successful Marketing Plan: How to Create Dynamic, Results-Oriented Marketing, 4th ed. (2011) by Roman G. Hiebing, Scott W. Cooper, and Steven J. Wehrenberg, McGrawHill/Professional Books.

http://www.mhprofessional.com/product.php?isbn=0071745572

As we are on the marketing chapters for our Project Reports, here's a MORE-than-adequate resource I found that contains downloadable (for free) appendices that can help us structure objectives/tasks, timelines, and dollars as we proceed:

Appendix B: Worksheets for Business Review

Appendix C: Worksheets and Format for the Marketing Plan

They are available for download off the left-hand frame of the URL above.

The documents are VERY complete and business-like (they deal with corporate concepts as well as small business -- don't let them scare you, Everybody!) Browse them and see what parts help you structure what you are going to report on in your Project paper.

Here's what the book is about (Table of Contents):

PART I BUSINESS REVIEW INSIGHTS

CH 1 What You’ll Need to Know, Part 1
CH 2 What You’ll Need to Know, Part 2

CH 3 Problems and Opportunities
PART II BRAND PLATFORM AND PLAN OBJECTIVES
CH 4 Scope

CH 5 Targets
CH 6 Positioning 

CH 7 Sales Objectives
CH 8 Marketing Objectives
CH 9 Communication Objectives

CH 10 Message Strategy

CH 11 Umbrella Strategy
PART III TACTICAL PLANS
CH 12 Product, Naming, and Packaging
CH 13 Pricing 

CH 14 Distribution

CH 15 Personal Selling
CH 16 Advertising Content
CH 17 Promotions
CH 18 Advertising Media

CH 19 Interactive Communications
CH 20 Merchandising

CH 21 Public Relations
PART IV EVALUATION
CH 22 Budget, Payback, and Calendar 

CH 23 Execution

CH 24 Plan Evaluation
APPENDIX A Idea Starters by Marketing Situation
APPENDIX B Worksheets for the Business Review
APPENDIX C Worksheets and Formats for the Marketing Plan

Remember that our course is emphasizing e-business/e-commerce, not just personal use of getting our personal words out there too just anybody, or managing a bricks & clicks corporate website! Keep your OWN business or website in mind, or that of a friend with whom you are working on theirs, or a specific website (e.g., the Entrepreneur Center at Foothill College, the Krause Center at Foothill College, etc.)

Let us know if this is useful or if you found something related to this resource to help us structure our Reports -- all comments welcome here!