Framework
The Big Picture is an integrated framework designed to help managers analyze and solve the myriad customer problems they will face throughout their careers. The framework consists of eleven modules that offer an integrated strategy-through-execution process.
The Big Picture’s intuitive process is designed to:
- Integrate strategy development and execution, identifying the adjustments required in either strategy or execution given new information;
- Maximize the efficiency of strategic marketing investments, by forcing a focus on intervening marketing variables. The framework seeks to identify the fundamental relationships linking the target audience of a particular marketing program, the benefits that audience seeks, the behavioral change resulting from a change in beliefs, and the financial impact of specific behavioral changes.
The framework modules can be arranged into four steps, which take the form of a funnel, where each successive set of decisions brings increased focus to the strategy development and implementation planning process. These four steps can be viewed as answering four critical questions:
- What is the firm’s overall business objective?
- What are the primary tenets of the firms’ strategy?
- What is the firm’s executional plan?
- How will the firm analyze and integrate results?
Download The Big Picture brochure [pdf: 9 MB], Integrating Marketing Strategy and Execution, to learn more about the framework and curriculum.