This week’s topics
Developing Strategic Marketing Plans
- SOSTAC planning framework
- Strategic alignment with organisational objectives
- Resource allocation and budgeting
- Implementation roadmaps and contingency planning
- Integrating RACE and SOSTAC® planning frameworks
- Marketing Planning and Strategic Planning
- Business Strategy: Resource Allocation
What you will be able to do
- 1.3 Critically evaluate a range of strategic marketing models and techniques that are applied in tourism and hospitality organisations.
- 2.2 Adapt models to develop marketing plans for specific tourism and hospitality organisations.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically evaluate a range of strategic marketing models and techniques that are applied in tourism and hospitality organisations.
Study materials
Videos
- Integrating RACE and SOSTAC® planning frameworks · YouTube · Dr Dave - Dr Dave Chaffey · 10 min · for registered students
- Marketing Planning and Strategic Planning · YouTube · Galton College · 41 min · for registered students
- Business Strategy: Resource Allocation · YouTube · Galton College · 22 min · for registered students
Further resources
- Principles of Marketing, ch. 16: The Marketing Plan · PDF · Saylor Academy, textbook chapter; pp. 507–542 · for registered students
- Principles of Marketing, ch. 2: Strategic Planning in Marketing · PDF · OpenStax, textbook chapter; pp. 61–106 · for registered students
- Entrepreneurship, ch. 8.5: Marketing strategy and the marketing plan · PDF · OpenStax, textbook chapter; pp. 300–303 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
