Marketing Decisions: Build Your Marketing Plan is a hands-on workbook designed to guide students through the process of creating a complete, professional marketing plan from start to finish. Rather than simply reading about marketing concepts, students actively apply them chapter by chapter, building a real strategic document as they progress through the course. Each section of the workbook corresponds to a core component of the marketing planning process, helping students move from foundational research and market analysis to segmentation, positioning, pricing, promotion, and performance evaluation.

Built to pair seamlessly with Marketing Decisions: A Strategic Approach to Understanding Markets and Competing Effectively the workbook transforms marketing from a theoretical subject into an applied decision-making experience. Students complete practical exercises such as SWOT analyses, buyer personas, competitive assessments, promotional strategies, budgeting activities, and ROMI calculations, all within the context of a single evolving marketing plan. This progressive structure keeps students focused on how marketing decisions connect and build upon one another, reinforcing strategic thinking instead of isolated memorization.