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, 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).

- 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 - Marketing analysis - Internal analysis - External analysis - Product manager - Marketing mix - Operational marketing - Strategic marketing - Product marketing - Marketing plan - Marketing strategy - SWOT - Segmentation - Target - Positioning - Product - Price - Distribution - Communication

Business schools and universities

All industries

Product associated with the case study "ADIDAS : the athletic shoes market" which allows to apply the concepts developed in "The Marketing Plan".
Available on digital format : 55 PowerPoint slides to be video-projected during the class.

Année de la problématique : 2005

Livraison : Livraison par lien de téléchargement

Nombre de pages : 55

Temps d'utilisation : 3h00