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, opportunities/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).