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Marketing Program - Explained

What is a Marketing Program?

Written by Jason Gordon

Updated at September 28th, 2021

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Table of Contents

What is a Marketing Program? 

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.


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