Internet Marketing Plan Outline

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Internet Marketing Plan Outline

(Based on material presented in Roberts, Internet Marketing; Integrating Online and Offline Strategies)




i. Executive Summary (1 – 3 pages)


I. Overall Business Objectives


II. Specific Marketing Objectives -


III. Business Situation/SWOT Analysis


Internal Situation

Performance Analysis

Data on Programs of A Similar Nature, If Available

Resource Availability and Allocation


External Situation



Technological Infrastructure

Value Chain


Summary: Strengths, Weaknesses, Opportunities, Threats


IV. Marketing Problems and Opportunities


V. Identification of Target Market/Market Segments


VI. Marketing Action Plans




Integrated Marketing Communications -

Online and offline

Customer Acquisition and Retention Plans as appropriate based on objectives


Quality and Customer Service

Technological Infrastructure and Data Requirements


VII. Testing Plans, if appropriate


Plan for Testing Critical Marketing or Program Variables -

Plan for Usability Testing of Web Site -

VIII. Evaluation Techniques


IX. Budget -


X. Implementation Timetable

Download 27 Kb.

Download 27 Kb.