The marketing plan is the cornerstone of every vice president or director of marketing’s success. At the core the marketing plan is a one to five year plan of the financial future of the organization, and resources are readily available for marketing plan review and development within the structure of a marketing-related course. Recent employer surveys point to critical thinking, problem-solving, and collaborative team experiences as desirable skills for entry-level hires, and applied experiential projects as a desirable educational practice. This session aims to explore usage of the marketing plan as a means to provide employer-desired skills, support course objectives, enhance assurance of learning, and engage students through faculty best practices in the utilization of marketing plans.
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Dick, Ronald Ed.D; Ciletti, Dorene Ph.D; and Guskey, Audrey Ph.D, "The Marketing Plan: Using Marketing Plans and Related Resources to Support Experiential Learning in the Classroom" (2017). Association of Marketing Theory and Practice Proceedings 2017. 12.