Strategic Marketing

$ 1,207.50 Prices include 5% VAT

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Description

Strategic Marketing course focuses on understanding the needs of the customer and how that impacts your product decisions, distribution, branding and marketing channel approach. You’ll then apply what you’ve learned to create a strategic marketing plan for a real-world client.

COURSE OUTLINE

 

The Marketing Concept

  • Definitions of the Marketing Concept
  • Features of Marketing
  • Strategic Marketing
  • The Process of Marketing Planning – An Overview
  • The Marketing Mix
  • The Role of Brands
  • The Process of Marketing Planning and the Structure

Information Business of Marketing Planning

  • General Information Basis of Marketing Planning
  • Environmental and Industry Analysis
  • Corporate Analysis
  • Market Research and Aspects of Buyer Behavior

Market-Oriented Corporate Planning

  • Competition and Competitive Advantages
  • Guidelines Derived from Strategic Corporate Planning
  • Definition of Business and Market Activities
  • Market Selection and Target Portfolio
  • Fundamental Market Strategy Options
  • Timing Aspects of Marketing
  • Corporate Brand Management

Market-oriented Business Unit Planning

  • Inter-dependencies Between Corporate Planning, Business Unit Planning
  • Core Task Profiles
  • Cooperation and Networks
  • Positioning

Planning the Marketing Mix

  • Elements and Effects of the Marketing Mix
  • Product
  • Price
  • Communication
  • Distribution
  • Planning the Marketing Mix

Marketing Implementation and Management Control

  • Marketing Implementation
  • Marketing Management Control
  • Implementation and Control

 

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