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Marketing Planning


Aims of the course

- To show students how to prepare a marketing plan based on the knowledge of principles of marketing.
- 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 analysis as a necessary basis for a good marketing planning.

Course syllabus

1. Analysis of the current marketing situation
1.1. Customer needs and buying processes
1.2. Strengths and weaknesses of the current marketing mix elements
1.3. Analyzing competitors
1.4. SWOT analysis
2. Setting marketing objectives for each product/service
3. Formulating positioning strategy for each product/service
4. Required marketing programmes - the marketing mix
5. Resources, timing and responsibilities
6. Monitoring the marketing plan's implementation

Course director(s)

  • Office Hours
  • Thursday at 14:30 in P-323
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