The Marketing Plan

This theoretical course explains how to elaborate a marketing plan.
It defines the structure and develops the content of each part of the marketing plan:
(1) The analysis shows the components of the SWOT analysis (strengths/weaknesses, opportunites/threats).
(2) The marketing strategy presents the objectives, the segmentation, the target, the positioning, the sources of volume and the driving elements of the marketing-mix.
(3) The marketing-mix indicates how to develop a product, pricing, distribution and communication policy (objectives, actions, justifications).

- To know how to elaborate a marketing plan: prepare the internal and external analysis, develop the marketing strategy and marketing-mix decisions.
- To valid the coherence between the different parts of the marketing plan.

Market analysis, Course, Marketing analysis, Internal analysis, External analysis, Product manager, Marketing, Marketing mix, operational marketing, strategic marketing, product marketing, Marketing plan, Marketing strategy, SWOT, Segmentation, Target, Positioning, Product, Price, Distribution, Communication

Business schools and universities (initial and executive education)

All industries

Available in french M1264

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 55

Temps d'utilisation : de 1 à 2 jours

Code du secteur d'activité : NS - Non significatif