Monitoring Control Measures:
Throughout this course, you have been developing a preliminary marketing plan for a hypothetical or real
company (attached). Now, you will outline the control measures necessary to monitor the progress.
Complete Your Plan and Review:
Is the marketing mix strategy congruent? Do the tactical actions support the strategic focus of the brand?
Are the communications integrated and aligned with marketing mix elements?
Bottom Line: ensure that there is alignment between the organization’s mission, the marketing mix strategy,
and actionable items.