Analysis-Introduction to The Marketing Plan.
Introduction to The Marketing Plan.
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The marketing plan: interview with Veronica Santos.
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The Marketing Plan definition.
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Objectives and structure of The Marketing Plan.
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The 4 main parts of a marketing plan.
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Critical elements of the external analysis.
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Critical elements of the internal analysis.
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The SWOT Matrix.
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The Nissan Leaf case.
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The Nissan Leaf Case
The manager's guide to competitive marketing strategies - Norton, Paley.
How to complete assignment 1: analysis.
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Marketing Strategy-Marketing Strategy.
Introduction to marketing strategy.
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What is marketing strategy?
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Marketing strategy definition.
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Financial and non-financial objectives.
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The customer attraction vs customer retention dilemma.
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Marketing decision making and the management of pricing successful business tools.
Identifying the best target segment for your product or service.
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How to identify the best positioning for your product or service?
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How to complete assignment 2: marketing strategy.
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Marketing Mix Implementation -Marketing mix implementation.
Introduction to Marketing Mix Implementation.
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Marketing mix definition: short-term and tactics vs long-term tactics.
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Deciding product strategy: the product lifecycle.
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Deciding product strategy: product levels.
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Deciding product strategy: branding strategy.
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An interview with Martin Boehm.
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Pricing strategy.
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Distribution channels: interview with Maria Teresa Aranzabal.
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Distribution channel strategy.
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Integrated communication strategy: an interview with Eda Sayin.
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How to build an integrated communication strategy: part 1.
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How to build an integrated communication strategy: part 2.
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How to complete assignment 3: marketing mix implementation?
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Expected results-Expected Results.
Introduction to expected results.
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Interview with Luis Rodriguez Baptista.
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The expected results definition.
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Metrics for financial objectives.
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Metrics for non-financial objectives: brand awareness
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Metrics for non-financial objectives: social media brand.
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Metrics for strategic objectives.
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Metrics for customer objectives.
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The Marketing Plan budget.
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How to complete assignment 4: expected results?
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