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).