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How To: Write a Marketing Plan

07/08/2024 | 0 min read

How To: Write a Marketing Plan

This session ran through how to construct a marketing plan – for any type of business, big or small. It will highlight common pitfalls, and give confidence to those wanting to get into marketing, starting their marketing careers, or serve as a refresher.

 

Even if you are not in marketing it will give you insight into how marketing can work. Finally, the session explored the role marketing has in the world of sustainability and the environment, with a focus on the use of environmental claims.

We were joined by IEMA's Director of Commercial Marketing Toby Shaw, who discussed:

• What is marketing?

• Why is marketing important?

• Pitfalls and common mistakes

• The fundamentals of a marketing plan

• Environmental claims – use and issues.

This webinar accounts for 1 hour of CPD.

View the slides

Presented by

Toby Shaw, Executive Director - Commercial Marketing and Strategy, IEMA

"I joined IEMA in the summer of 2020 bringing with me over 20 years of commercial marketing experience. Having worked across sports, leisure, technology and FMCG, on businesses as diverse as Sony, Branston Pickle and Royal Caribbean, I am passionate about marketing and how it can drive value. I have run multinational marketing teams, managed multi-million-pound budgets and been responsible for generating revenue up to $202m a year for Celebrity Cruises (Royal Caribbean’s second-biggest brand).

I am looking forward to sharing some of my insights with the IEMA membership."

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