Handout 1: Building a Persuasive Marketing Strategy Argument
MKT 5750 Marketing Strategy
Bernard L. Schwartz Communication Institute
1. What decisions will I need to make in developing this marketing strategy? (i.e. target
market, branding, price point, etc.) What pieces of information about my business
and its context will be relevant to these decisions?
2. What are the primary options I might consider?
3. What is the best evidence and/or reasoning I could use to support each of these
options?
4. Considering this evidence and reasoning, which of these options are most
compelling? Why?
5. Now, consider how the decisions you’ve made could be problematic, or could be
argued against from another perspective. How would you respond to a person
voicing this perspective?