Strategic Marketing Planning هذه الدورة تدرس باللغة الإنجليزية

تفاصيل الدورة

Day 1
Marketing concept
· Scope and functions
· Competitive pressures changing the world
· The smart bomb strategic approach
· Definition of strategic planning
· Organizing the general planning framework
 
Day 2
Marketing planning
· The benefits of planning
· Reasons to write a marketing plan
· The marketing plan format
· The marketing planning process
· Setting 'SMART' objectives and goals
· Linking the marketing strategy to the vision, mission & objectives
 
Day3
Business situation analysis
· The components of a company's environment
· The framework for competitive analysis
· Components of internal analysis
· Components of external analysis
· Competitive and customer analysis
· Environmental analysis
· 'SWOT' analysis
· The five forces diagram
· Portfolio analysis and design
· Workshop: marketing analysis
 
Day 4
Planning segmentation, targeting and Positioning
· Basis for segmentation
· Benefits of segmentation
· The market segmentation process
· Criteria for B to B segmentation
· Effective positioning
· Steps in market segmentation, targeting, and positioning
· Creating a powerful value proposition
· Workshop: crafting a value proposition and positioning
 
Day 5
Strategy development
· Considering different strategic alternatives
· Analyzing different marketing strategies
· The growth strategy matrix
· Factors shaping the choice of strategy
· Blue ocean versus red ocean strategies
· Workshop: formulating strategies
Tactical planning applications
· Setting the scene: the marketing mix
· The components of the marketing mix
· Using the marketing mix model
· Workshop: setting the marketing mix تحديث بتاريخ 16 May, 2024