Marketing Plans and Campaigns

Definition

Marketing plans and campaigns are the elements of a hierarchically built marketing project.

In the following documentation, we will refer to marketing projects to mean marketing plans, trade promotions, deals and/or campaigns. We use marketing element as a collective term for marketing plan elements, campaign elements and trade promotion elements.

For information on trade promotions, see Trade Promotions.

 

Use

The marketing plan is used as an organizational tool in marketing planning for the top-down planning of budgets and targets. You can use any number of marketing plan elements to structure a marketing plan in the form of a hierarchy. You can assign one or more campaigns to each marketing plan element.

Campaigns are used for operative marketing planning and execution. Campaigns are broken down into campaign elements.

Marketing plans can be broken down into further marketing plans, marketing plan elements or campaigns. However, you may only assign campaigns to a campaign. You cannot assign marketing plans.

 

Structure

The following graphic is an example of how you can structure marketing plans and campaigns.

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When you create a marketing project, you assign an ID and a description. As soon as you have saved, the ID is fixed and cannot be changed. This is to prevent any inconsistencies once the data is transferred to SAP BI. If however, you need to change the ID after saving, you can do this by going to the Customizing activity Customer Relationship Management → Marketing → Marketing Planning and Campaign Management → General Settings → Define User Status for User Profile.