Marketing Decisions: Building Your Marketing Plan
Edition: 1
Copyright: 2026
Pages: 52
Edition: 1
Copyright: 2026
Pages: 53
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$18.00 USD
Ebook
$15.00 USD
Marketing Decisions: Build Your Marketing Plan is a hands-on workbook designed to guide students through the process of creating a complete, professional marketing plan from start to finish. Rather than simply reading about marketing concepts, students actively apply them chapter by chapter, building a real strategic document as they progress through the course. Each section of the workbook corresponds to a core component of the marketing planning process, helping students move from foundational research and market analysis to segmentation, positioning, pricing, promotion, and performance evaluation.
Built to pair seamlessly with Marketing Decisions: A Strategic Approach to Understanding Markets and Competing Effectively the workbook transforms marketing from a theoretical subject into an applied decision-making experience. Students complete practical exercises such as SWOT analyses, buyer personas, competitive assessments, promotional strategies, budgeting activities, and ROMI calculations, all within the context of a single evolving marketing plan. This progressive structure keeps students focused on how marketing decisions connect and build upon one another, reinforcing strategic thinking instead of isolated memorization.
Chapter 1 — Introduction to Strategic Marketing Planning
Chapter 2 — The Business Context and Strategic Foundation
Chapter 3 — Marketing Research and Environmental Analysis
Chapter 4 — Consumer and Organizational Buyer Behavior
Chapter 5 — Market Segmentation and Target Market Selection
Chapter 6 — Competitive Analysis and Strategic Positioning
Chapter 7 — Product and Brand Strategy
Chapter 8 — Building the Brand Experience
Chapter 9 — Pricing Strategy and Tactics
Chapter 10 — Distribution Channels and Place Strategy
Chapter 11 — Integrated Marketing Communications
Chapter 12 — Marketing Metrics and Performance Management
Dr. St. Onge is a marketing educator, business strategist, and leadership coach whose work lives at the intersection of theory and practice. Before entering the classroom, she spent over a decade working across industries—from finance and lending to human resources and operations—giving her a practitioner’s perspective that shapes everything she teaches.
She currently teaches marketing and business strategy at both the undergraduate and graduate level, including MBA coursework in brand management, organizational change, and strategic opportunity. Her students consistently encounter frameworks they can apply immediately, because she has tested them herself.
Dr. St. Onge holds a Ph.D. in Organizational Leadership, an MBA in Finance and Public Administration, and an MA in Curriculum and Instruction, among other graduate degrees. She is a U.S. Army veteran and a published author whose books bridge the gap between marketing theory and the hands-on work of building a business.
Marketing Decisions: Build Your Marketing Plan is a hands-on workbook designed to guide students through the process of creating a complete, professional marketing plan from start to finish. Rather than simply reading about marketing concepts, students actively apply them chapter by chapter, building a real strategic document as they progress through the course. Each section of the workbook corresponds to a core component of the marketing planning process, helping students move from foundational research and market analysis to segmentation, positioning, pricing, promotion, and performance evaluation.
Built to pair seamlessly with Marketing Decisions: A Strategic Approach to Understanding Markets and Competing Effectively the workbook transforms marketing from a theoretical subject into an applied decision-making experience. Students complete practical exercises such as SWOT analyses, buyer personas, competitive assessments, promotional strategies, budgeting activities, and ROMI calculations, all within the context of a single evolving marketing plan. This progressive structure keeps students focused on how marketing decisions connect and build upon one another, reinforcing strategic thinking instead of isolated memorization.
Chapter 1 — Introduction to Strategic Marketing Planning
Chapter 2 — The Business Context and Strategic Foundation
Chapter 3 — Marketing Research and Environmental Analysis
Chapter 4 — Consumer and Organizational Buyer Behavior
Chapter 5 — Market Segmentation and Target Market Selection
Chapter 6 — Competitive Analysis and Strategic Positioning
Chapter 7 — Product and Brand Strategy
Chapter 8 — Building the Brand Experience
Chapter 9 — Pricing Strategy and Tactics
Chapter 10 — Distribution Channels and Place Strategy
Chapter 11 — Integrated Marketing Communications
Chapter 12 — Marketing Metrics and Performance Management
Dr. St. Onge is a marketing educator, business strategist, and leadership coach whose work lives at the intersection of theory and practice. Before entering the classroom, she spent over a decade working across industries—from finance and lending to human resources and operations—giving her a practitioner’s perspective that shapes everything she teaches.
She currently teaches marketing and business strategy at both the undergraduate and graduate level, including MBA coursework in brand management, organizational change, and strategic opportunity. Her students consistently encounter frameworks they can apply immediately, because she has tested them herself.
Dr. St. Onge holds a Ph.D. in Organizational Leadership, an MBA in Finance and Public Administration, and an MA in Curriculum and Instruction, among other graduate degrees. She is a U.S. Army veteran and a published author whose books bridge the gap between marketing theory and the hands-on work of building a business.