A marketing program is a comprehensive and detailed blueprint used in business to attain objectives, including market research, methods of identifying and connecting with target market segments leading to decisions in pricing strategies for products, and analyzing competitors. As part of a company's marketing strategy, a marketing program is an action- and time-specific road map through which the business delivers its mission and vision.
A marketing program ensures sales efforts remain aligned with the bigger corporate goals and objectives. It sequences events in the marketing plan by prioritizing items in the strategic design of the business. This tool is a core part of a business plan, forming the basis of monitoring and evaluation of successes or shortcomings.
Through marketing programs, business objectives are narrowed down into more defined goals. Since these are period-specific activities, it becomes easier for companies to avail comprehensive details and budgets to action teams. It can, therefore, be used a daily operational tool and checklist for marketing activities. This is important for continuity whenever new members join the company, as it projects the big picture detailing current position and what is to be achieved.
Marketing programs help businesses identify and maximize ways of promoting products using tools such as advertisements in print and electronic media. These programs contain details of how the company plans to sell products by competitively pricing, placing and promoting them before target markets. It details specific tools to be employed, including items such as brochures or social media presence. When a business grows and expands to other regions, it maintains a unified brand presence by executing a uniform marketing program.