7 . Setting the marketing budget and schedule
Themarketing plan must include a realistic budget that accommodates alltheplanned marketing activity and a schedule for its implementation . Ask the participants to use exact costs / expenses but where this is not possible , realistic estimates will be acceptable .
The Marketing Plan Schedule will help the participants to develop and produce a schedule for implementingtheir effective marketing plan . When they complete it , they should be able to identify the required budget and compare it with their available marketing budget . Hopefully , the two figures will be closely aligned but if the cost is greater than the budget , they will have to be ready to make important decisions with their colleagues .
Ask the participants to ensure that theMarketing Plan Schedule identifies :
� Each planned specific marketing action .
� Participants ‟ responsibilities for the completion of each of these marketing actions .
� A timescale for each activity . Remind them of the start and end date and identifying whether the activity is a one off or if it will be repeated . If it will be repeated , ask them to include the repetitions in their schedule .
� Key events and milestones during the year .
� When / if any additional or external expertise is needed , and where they will be accessed from – through the mentor , sponsor , network etc .
� Cost per marketing activity and total overall cost .
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