Tự học marketing

Học Marketing thật đơn giản !

Marketing plan online

Internet Marketing Plan Outline

(Based on material presented in Roberts, Internet Marketing; Integrating Online and Offline Strategies)

iExecutive Summary (1 – 3 pages)

This should be the last section written, although placed at the front of the report. The purpose is to summarize the entire action plan in 1 – 3 pages in case one of the decision makers reads only this far.

I.  Overall Business Objectives

II.   Specific Marketing Objectives

III. Business Situation/SWOT Analysis

I     Internal Situation

              Performance Analysis

                Data on Programs of A Similar Nature, If Available

              Resource Availability and Allocation

        External Situation



              Technological Infrastructure

              Value Chain

        Summary:  Strengths, Weaknesses, Opportunities, Threats

IV.  Marketing Problems and Opportunities

VI.  Identification of Target Market/Market SegmentsI

 VII.  Marketing Action Plans



        Integrated Marketing Communications –

            Online and offline

            Customer Acquisition, Conversion and Retention Plans as appropriate based on



        Quality and Customer Service

        Technological Infrastructure and Data Requirements

VII.  Testing Plans, if appropriate

        Plan for Testing Critical Marketing or Program Variables –

        Plan for Usability Testing of Web Site –

VIII.  Evaluation Techniques

IX. Budget –

X.  Implementation Timetable

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