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BA204 Marketing Management by Mind Map: BA204 Marketing Management
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BA204 Marketing Management

Marketing Plan



Executive Summary

An executive summary is a report, proposal, or portfolio, etc in miniature (usually one page or shorter). That is, the executive summary contains enough information for the readers to become acquainted with the full document without reading it. Usually, it contains a statement of the problem, some background information, a description of any alternatives, and the major conclusions. Someone reading an executive summary should get a good idea of main points of the document without becoming bogged down with details.

Class format

Dialogues & Discussion

Preparation & Participation

Addressing Focus Questions

Grading Scheme

Class participation 30%

Topic Presentation 50%

Final Examination 20%

Market Survey Questionnaire

Design questions that will give information about who are the potential customers, what are their reasons for availing our offering, where do they avail, when, why they avail or why not they avail our offerings.


The "when" question refers to any situational influences that may cause customer decision activity to vary over time, including the seasonality of the firm's service offerings and the variability in activities caused by external, or non-controllable by firm, events. The "when" question also includes more subtle influences that can affect purchasing behavior, such as: physical and social surroundings; time perceptions; the deciding to avail task; time of day; time available to search for alternatives; and what the decision to avail is intends to accomplish.




The "why" question involves identifying the basic need-satisfying benefits provided by the firm's Service offerings.


The answer to this question should clearly identify where the product/service offered by you is obtained by your target customer.




Marketing Management Tasks