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Web-based case
Reference no. MK2-140-I-M
Subject category: Marketing
Published by:
IE Business School (2016)
Web-based case
Data source:
Field research
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This multimedia tutorial will help students prepare a marketing plan for their business. With the help of a real example (Whisky DYC) the different parts of the marketing plan will be explained, from the business mission and vision to the expected results and control mechanisms. The process of producing a formal Marketing Plan is greatly beneficial to any type of business. The Marketing Plan is a living document, which should not be allowed to be part of a routine of a company. A Marketing Plan is something we should constantly work with. This tutorial can make a positive contribution to student’s business ventures.


Company mission and vision; Situation analysis; Key issues; Marketing strategies; Action plan

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