Your course textbook can be accessed via the DART eBook link in the Getting Started module.
Alsem, K. J. (2023). Strategic marketing planning: A step-by-step approach. Routledge.
Part 4 (pp. 347-439): this text covers the finishing touches for completion of your plan, the selection of channels, marketing communications, and the organization and implementation of marketing.
Note: If you have not yet completed a Marketing Plan or a Campaign and Program Plan for an earlier course in your program or would like to review basic steps.
Davis, J. (2018). Measuring marketing: The 100+ essential metrics every marketer needs. DEG Press.
© Copyright 2025 National University. All Rights Reserved.