Marketing Plan: Strategy, Implementation, and Ethics

This lecture introduces the marketing plan as a strategic tool for assessing opportunities, defining objectives, and implementing marketing activities. It covers strategic and operational components, implementation processes, and performance control. The instructor also delves into the importance of ethics in marketing, using the Ford Pinto case as a real-life example to highlight the ethical dilemmas faced by businesses. Lessons learned include the impact of systems and biases on decision-making, individual responsibilities, and reputation management.