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Technical note
Reference no. UVA-M-0890
Subject category: Marketing
Published by:
Darden Business Publishing (2016)
13 August 2018
Revision date:
17 pages
Data source:
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While both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan-as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan and provides examples. This is appropriate for strategy, marketing strategy, brand management, and marketing capstone courses at the undergraduate and graduate levels.


Marketing; Strategic marketing plan; Strategy; Strategic plan; Marketing strategy

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