Activity: Define Marketing Objectives

Setting goals and then evaluating progress toward them is the only way to measure success. This activity guides the team in setting criteria and goals for marketing campaigns.

More detail: Purpose - Frequency - Steps

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Purpose

To determine objectives for potential marketing campaigns by analyzing the marketing context and success criteria. Existing offline and online efforts may be analyzed to establish benchmarks for this project. Marketing objectives are captured in the Artifact: Marketing Plan.

This activity also includes establishing a marketing budget. The budget determines the feasibility of goals and influences the subsequent marketing strategy.

Frequency

When performed, this activity is done iteratively during the project. Ideally, objectives are set late in the Inception phase or early during the Elaboration phase.