SCPM Chapter 16
Learning Outcomes
After completing this chapter, learners will be able to:
- Explain the role of strategic marketing planning in aligning organizational goals, market realities, and resource allocation.
- Differentiate among key planning frameworks and evaluate how they inform long-term market positioning, growth decisions, and competitive strategy.
- Analyze environmental, customer, and competitor insights to develop coherent marketing plans that reflect global opportunities and constraints.
- Apply performance measurement tools, KPIs, and dashboards to monitor execution and guide strategic adjustments.
- Assess the challenges of planning in volatile, uncertain, and rapidly changing markets—including digital disruption, geopolitical shifts, and evolving customer behaviors.