Northern Arizona University

MARKETING AND
STRATEGIC PLANS

Marketing and strategic plans are examples of large-scale planning documents requiring considerable interaction with the client requesting the plan since they will be called upon to implement it. Marketing plans assist communities or businesses to understand current markets and to craft strategies to capture new target markets or re-position old ones. Market research—typically consisting of a survey of current customers or markets, their size, satisfaction, opinions, etc.—is a required element of most marketing plans.

Strategic plans are visioning documents that focus on the future of a community or business. They involve a dynamic process that brings together the views of many organizations and individuals who are stakeholders in the process. The plan is based on the mission and guiding principles of the community or organization, and usually also consists of an environmental scan (of current conditions), a SWOT analysis, establishment of goals and objectives, and recommendations for short and long-term action strategies.

CONTACT
INFORMATION

Cheryl Cothran, Ph.D.
Phone: 928-523-2132
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Cheryl.Cothran@nau.edu

Thomas Combrink, M.S.
Phone: 928-523-2132
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Thomas.Combrink@nau.edu

Tourism Research
Phone: 928-523-6205
Fax: 928-523-5233
PO Box 6024
Flagstaff, AZ  86011-6024
Tourism.Research@nau.edu