What is a Marketing Program? 

The marketing program is a way of thinking of the full scale of our marketing activity for the entire company. This gets broken down by our individual product or product families.

Sometimes, we have products that group together and and they are similar somehow or have a same kind of brand. We call that a product family.

Our marketing program is going to break out those products or product families separately. We're going to have a marketing strategy for each one of those products or product families. 

We would have a bunch of different marketing strategies for just our one company. Those would be included in our marketing program as well.

Then we have our marketing plans, which include timelines, budgets of sorts, resources that we need, as well as control measures and ways of checking to see if we're on plan. Those marketing plans will be all together within our marketing program. 

Basically, our marketing program will include everything that we do in marketing.

Related Topics

• What is Marketing?
• Role of Marketing in the Organization
• Role of Marketing in Society
• Micro and Macro Marketing
• Why Does Marketing Matter?
• Purpose of Marketing
• Tasks of Marketing
• Marketing Affects the Economy
• Marketing Changes over Time
• What is the Marketing Concept?
• Relationships Matter in Marketing
• End User
• What do Marketing Managers Do?
• What is a Marketing Program?
• Role of Ethics in Marketing
• Social Responsibility and Marketing
• Marketing and Sustainability