Strategic Marketing

MBA program course

Description

Marketing-orientated organizations are the ones that achieve better success in business these days. This module is about a strategic consumer-centric approach in marketing planning to achieve a competitive advantage. It recognizes the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision-making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decisionmaking, to implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.

 

Learning outcomes:

At the end of this course, the student should be able to:
1. Compose situation analysis

  •  Understand how to analyze an organization’s current and future external environment
  • Understand how to analyze an organization’s current and future internal environment
  • Prioritize challenges and opportunities for transformation into clear objectives and applicable
    strategies

2. Planning

  •  Analyze relevant information to recommend and inform strategic decision making
  • Develop a strategic marketing plan to realize organizational objectives
  • Use applicable frameworks and approaches for the development of marketing strategies
  • Apply segmentation-targeting positioning approach within strategic planning
  • Compose consistent marketing mix, communications mix, and key messages
  • Select appropriate channel mix for a selected target audience and defined marketing mix

3. Implementation and control

  • Manage resources to deliver the strategic marketing plan
  • Monitor, measure and adapt the marketing plan for continuous improvement

4. Marketing in Different Context

  • Recognize differences between B2B and B2C marketing, SME marketing, services vs product marketing
  • Internal marketing
  • Service quality concept

 

Exams & certification:

After the successful completion of the course, the participants will get a certificate.

 

Language: English

 

Price: UAH 30 000


Course outline

 

January 24. 18:30-21:20  (4 hours)

Introduction to Marketing

  • Definition of marketing. Wants and Needs
  • Strategic marketing planning

 

January 25. 9:30-16:20 (8 hours)

Introduction to Marketing

  • Porter’s competitive strategy: competitive advantage
  • Role of marketing in different organizations
  • Understanding of vision and mission role in the company
    Marketing Audit
  • Macroeconomic analysis
  • PESTEL
  • Microeconomic analysis
  • Porter’s five forces model
  • Internal Analysis
  • SWOT
  • Data source

 

January 26. 9:30-16:20 (8 hours)

Marketing Audit (continued)

  • Macroeconomic analysis: PESTEL
  • Microeconomic analysis: Porter’s five forces model
  • Internal Analysis
  • SWOT
  • Data sources

 

February 14. 18:30-21:20 (4 hours)

Marketing Strategies

  • Marketing objectives setting
  • Growth strategies by Ansoff
  • Segmentation-targeting-positioning approach. Positioning strategies

 

February 15. 9:30-16:20 (8 hours)

Marketing Strategies (continued)

  • Marketing objectives setting
  • Growth strategies by Ansoff
  • Segmentation-targeting-positioning approach
  • Positioning strategies

 

February 16. 9:30-16:20 (8 hours)

Marketing Strategies (continued)

  • Marketing objectives setting
  • Growth strategies by Ansoff
  • Segmentation-targeting-positioning approach
  • Positioning strategies

 

March 14. 9:30-16:20 (8 hours)

Mid-term Review and Assessment

  • Mid-term Exam (20 points)Control and Evaluation. Marketing in Different Context
  • Critical success factors
  • Key performance indicatorsxStakeholdersrelationships
  • Services marketing
  • Marketing in Different Context

 

March 15 

Final AssignmentMarketing Plan Presentation (30 points)

Contact us to get more details:

Viber, WhatsApp +380 67 441 01 11, [email protected]