27630 - Marketing planning
450 - Degree in Marketing and Market Research
LESSON 1.- Marketing Strategy
1.1. Marketing Laws
LESSON 2.- The importance of planning and creativity in the development of marketing strategy
2.1. Creativity in marketing
2.2. Lateral Marketing and systems to achieve creativity
2.3. Creativity in sensory marketing
2.4. Creativity in guerrilla marketing
LESSON 3.- Strategic Marketing Planning and phases
3.1. The marketing plan in the overall planning process.
3.2. Definition of a marketing plan.
3.3. Main problems in the design and implementation of a marketing plan.
3.4. Phases and stages in developing a marketing plan.
LESSON 4. Analysis and diagnosis of the situation of the organization
4.1. External analysis.
4.2. Internal analisis.
4.3. Competitive Position matrix.
4.4. SWOT analysis.
LESSON 5.- Fixing goals and choice of strategies
5.1. Basic principles and types of goals.
5.2. Selection criteria.
5.3. Definition and strategic levels.
5.4. Portfolio strategies.
5.5. Segmentation strategies, positioning and loyalty.
5.6. Functional strategy.
LESSON 6. Definition of plans, budgeting and control marketing Plan
6.1. How to develop action plans.
6.3. Control objectives.
6.4. Marketing audit.