Marketing Planning

Aims of the course

- To show students how to prepare a marketing plan based on the integration of marketing knowledge .
- To develop competences for a systematic approach toward marketing planning.
- To guide students step by step from the analysis (Where are we?) through objectives (Where do we want to go?) to strategies and tactics (How will we get there?).
- To impart the need for a careful and critical analysis as a necessary basis for a good marketing planning.
- Encourage creativity in developing marketing strategies.

Course syllabus

1. Marketing planning process
2. Analysis of macro environment
3. Analysis of micro environment
4. SWOT analysis
5. Strategic guidelines
6. Setting objectives
7. Formulating positioning strategy
8. Marketing programmes – the marketing mix
9. Resources, timing and responsibilities
10. Monitoring the marketing plan's implementation

Course director(s)

  • Office Hours
  • Wednesday at 10:30 in P-323
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