6.7. Template for a Functional Marketing Strategy
| FUNCTIONAL MARKETING STRATEGY | |||
| General Marketing Strategy Objectives | |||
| 2015 | 2016 | 2017 | |
| Objective A - | |||
| Objective B – | |||
| Objective C - | |||
| Etc. | |||
| HOW to Attain Marketing Strategy Objectives | |||
| Brand Strategy | |||
| Communication Strategy (WHAT is being communicated) | |||
| Communication Mix Strategy (what channels are being used to communicate and sell) | |||
| Corporate Design | |||
| Human Resources in Marketing | |||
| Marketing Resources | |||
| Information Resources for Marketing | |||
Useful tips on working with the marketing strategy template:
-
Instead of Objective A, Objective B etc., specific company objectives will be listed. Columns 2015, 2016, 2017 will then include the planned development of the given objective that the company wishes to fulfill.
- In the fields for Brand Strategy, Communication Strategy (WHAT is being communicated), Communication Mix Strategy (what channels are being used to communicate and sell), Corporate Design, Human Resources in Marketing, Marketing Resources, and Information Resources for Marketing, indicate HOW these strategic aspects will contribute to the fulfillment of marketing objectives. Even templates for functional strategies are quite flexible, in that HOW certain objectives can be attained may only be indicated in one sub-strategic aspect only, while other objectives can fall into several sub-strategic categories.
