The document discusses various aspects of marketing planning. It defines planning as deciding in advance what to do, how to do it, and who will do it. The key steps in planning are establishing objectives and premises, choosing alternative courses of action, formulating derivative plans, securing cooperation, and following up on appraisals. Proper planning helps manage uncertainty, improve focus, coordination, and effectiveness. Types of plans include long-term vs short-term, formal vs informal, proactive vs reactive, and strategic vs operational. Controlling involves monitoring performance, comparing to standards, and taking corrective actions if needed. Management by objectives (MBO) is also discussed as a process involving setting employee objectives, monitoring progress, evaluating performance

1. MARKETING
PLANNING
Sohaib Rabbani Khan
MS (Marketing),
PhD (In progress)
sohaibrabbani@yahoo.com

2. Basic Managerial Functions
Organizing
Planning Leading
Controlling

3. Well Plan is half done
Planning is a mental predisposition to
do things in an orderly way, to think
before acting and to act in the light
of facts rather than guesses.
Planning is deciding best alternatives
among others to perform different
managerial functions in order to
achieve predetermined goals.
(Urwick)

4. According to Koontz and O’ Donnell,
“Planning is deciding in advance
what to do, how to do and who
is to do it. Planning bridges the
gap between where we are to,
where we want to go. It makes
possible things to occur, which
would not otherwise occur.”

5. Planning
Planning involves tasks that must
be performed to attain
organizational goals, outlining
how the tasks must be
performed, and indicating when
they should be performed.

6. Steps in planning function:
1.Establishment of objectives
2.Establishment of planning premises
3.Choice of alternative course of action
4.Formulation of derivative plans
5.Securing cooperation
6.Follow up / Appraisal of plans

7. Proper planning accomplishes the
following
1.Managing uncertainty
2.Better focus
3.Improves coordination
4.Basis for control
5.Improves effectiveness

8. Type of Plans
Long term and short term plan
Formal and informal plans
Proactive and reactive plans
Strategic and operational plans

9. The Planning Process:
1. Goal setting: Identification and
formulation of objective
2. Developing plans: Choice
between alternative plans
3. Implementation: Execution of
the plan

10. Successful planning process:
1. Everyone participates
2. Board and staff educated in
planning
3. Board and staff explore new ideas
4. Board takes advantage of
opportunities
5. Necessary resources available

11. Making planning effective
Linked to long term objectives
Consistency
Everyone participates
Feasible
Flexibility
Simple
Top management support

12. What is an objective?
“Objectives are goals,
aims or purposes that
organization wish over
varying periods of time “

13. Controlling
Controlling involves
monitoring actual
performance, comparing
actual to standards, and
taking actions if necessary.

14. MBO
A method by which managers
and employees define objectives
for every department, project
and person, and use them to
monitor subsequent
performance

15. Five step MBO Process
1.Organizational objectives
reviewed
2. Employee objectives set
3.Progress monitored
4.Performance evaluated
5.Achievers rewarded

16. The nature and purpose of MBO
MBO is concerned with goal setting and
planning for individual managers and their units
The essence of MBO is a process of joint goal
setting between a supervisor and a subordinate
Managers work with their subordinates to
establish performance goals that are consistent
with higher organizational objectives
MBO helps to clarify hierarchy of objectives as
a series of well defined means-ends chains.

17. Decisional Roles
Roles that revolve around making choices.
- Entrepreneur – Seeks opportunities.
Basically they search for change, respond to it,
and exploit it.
- Negotiator – Represents the organization at
major negotiations.
- Resource Allocator – Makes or approves all
significant decisions related to the allocation of
resources.
- Disturbance Handler – Responsible for
corrective action when the organization faces
disturbances.

18. Essential steps for MBO
1. Set goals : The most difficult step
2. Develop Action Plan: For both work
groups and individuals
3. Review progress / take corrective
actions : Periodic during the year
4. Appraise overall performance :
Review annual goals

19. Advantages :
 Better communication and coordination –
Frequent reviews and interactions
between superiors and subordinates
 Motivation – involving employees in the
whole process of goal setting and
increasing employee empowerment
 Clarity of goals
 Subordinates tend to have a higher
commitment to objectives

20. Disadvantages:
 Time consuming
 Volume of paper work

21. New Workplace Issues and
Challenges
Technology and Speed
Networking and
Boundaryless Globalization
Relationships and Diversity
Ethics and Knowledge,
Social Learning,
Responsibility Quality, and
Continuous
Improvement
Participative
Management, Knowledge
Empowerment, Management
and Teams
GENERATIONAL DIFFERENCES Change, Creativity, Innovation,
and Entrepreneurship