Marketing Strategies

Course Objectives

This course will enable you to:
Be aware of the key steps in the marketing management process
Focus on the strategic and tactical aspects of the marketing plan
Develop the ability to build a marketing plan

Course Content

Introduction to marketing planning
Analysing the current situation
Analysing markets and customers
Setting a direction, objectives & goals
Planning segmentation, targeting and positioning
Setting broad marketing strategies
Developing product and brand strategy
Developing channel & logistics strategy
Developing price strategy
Developing integrated marketing communication strategy
Developing a customer service strategy
Planning to measure progress and performance
Controlling marketing & implementation

Recommended Text:

Marketing planning – Principles into practice - M.B. Wood Prentice Hall