3:3:0 controlling [preview]

Previously, in section 3 we have discussed the application of a marketing philosophy and marketing theory. We have three modules positioning, communication, and controlling. This loosely aligns with our CADDIE approach of:

• Collecting and analysing
• Designing and developing
• Implementing and evaluation

In addition, we have discussed the steps a marketing practitioner would take to position a product from a business-marketing planning perspective. Then we discussed communication from an internal marketing, retention, and external marketing perspective.

Learning objectives of this module: After completing this module students should be aware of the importance of controlling the direction of the organisation to ensure that the organisation is working towards its strategic objectives. Furthermore, students should be aware of the role of software as a service, sales and salesforce management, and the need to empower salespeople to develop a relational sales approach.

Directions: In the third module, we turn our attention to some of the key areas that would consume a marketing practitioner’s time and effort.

Strategically the marketing objectives are articulated through the marketing plan and tactically communicated through the marketing action plans – the action plans are tactical documents. The action plans are like individual projects each requiring a series of activities. The activities are directed towards the achievement of the objectives outlined in the marketing plan. Constant evaluation and corrective action is needed to ensure the objectives are achieved. This requires comparing the performance outlined in the marketing action with the actual performance. This requires that the appropriate software for the organisation and the situational factors has been selected. The appropriate software will enable marketing practitioners to make better informed decisions and to take the appropriate corrective action in a timely manner.