Unit 2: Marketing Planning (Current Markets)

Students will understand how a company considers internal and external factors to understand the current market.

Understand the internal and external influences of marketing planning and understand the concept of market and market identification.

1. Understand market position and market share.

2. Explain how a business can use a SWOT analysis (a component of situational analysis) to plan for opportunities in the market.

3. Define the term target market.

4. Identify examples of niche marketing.

5. Understand types of markets including: B2B – Business to Business; B2C – Business to Consumer.