Marketing Objectives (Introduction) | tutor2u Business
Study notes

Marketing Objectives (Introduction)

  • Levels: GCSE, AS
  • Exam boards: AQA, Edexcel, OCR, IB

Marketing objectives set out what a business wants to achieve from its marketing activities. They need to be consistent with overall aims and objectives of the business. They also provide an important focus for the marketing team.

Marketing is “the process of identifying, anticipating (predicting) and satisfying customer needs profitably”.

Marketing objectives therefore need to be consistent with the purpose of marketing. They also need to be consistent with and support the overall corporate (business) objectives:

What makes a good marketing objective? It is often said that an effective marketing objective meets the SMART criteria:

Some examples of marketing objectives which meet these criteria would be:

  • Increase company sales by 25% by 2016
  • Achieve a market share of 30% for Product C within 3 years of launch
  • Increase the percentage of customers who rate service as "excellent" from 80% to 85% within 18 months

Business Benefits of Setting Marketing Objectives

Provided the marketing objectives are relevant and achievable, there are some important business benefits from setting them and monitoring progress against them. Effective marketing objectives:

  • Ensure functional activities consistent with corporate objectives
  • Provide a focus for marketing decision-making and effort
  • Provide incentives for marketing team and a measure of success / failure
  • Establish priorities for marketing resources and effort

Subscribe to email updates from tutor2u Business

Join 1000s of fellow Business teachers and students all getting the tutor2u Business team's latest resources and support delivered fresh in their inbox every morning.

You can also follow @tutor2uBusiness on Twitter, subscribe to our YouTube channel, or join our popular Facebook Groups.

Teaching Vacancies

Recruitment

Advertise your vacancies with tutor2u

Much cheaper & more effective than TES or the Guardian. Reach the audience you really want to apply for your teaching vacancy by posting directly to our website and related social media audiences.

Find our more ›

Advertise your teaching jobs with tutor2u

A New Home for tutor2u Resources

We've just flicked the switch on moving all our digital resources to instant digital download - via our new subject stores.

For every subject you can now access each digital resource as soon as it is ordered. This will always be the latest edition of each resource too (and we'll update you automatically if there is an upgraded version to use).

Simply add the required resources to your cart, checkout using the usual options and your resources will be available to access immediately via your mytutor2u account.