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MKG310 MARKETING STRATEGY Session 3
Dr. Barbara Caemmerer, Mrs. Catherine Bruneteaux-Swann, Dr. Sana Rouis, Mr. Bernard Grieu, Mr. Reed Meister, Mrs. Elodie Jouny-Rivier, Mrs. Alice Darmon and Mr. Neil Thomas. Course Coordinator: Dr. Sana Rouis sana.rouis@essca.fr

COURSE OUTLINE
INTRODUCTION TO STRATEGIC MARKETING PLANNING AND MARKET ANALYSIS Session 1: Introduction to Course Session 2: Strategic Marketing Planning Session 3: Market Analysis (1) – The Internal and External Environment Session 4: Market Analysis (2) – Buyer Behaviour DEVELOPING DOMESTIC MARKETING STRATEGY Session 5: Strategy Development Session 6: Segmentation, Targeting and Positioning Session 7: Marketing Mix (1) – Product and Price Policy Session 8: Marketing Mix
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THE MARKETING PLANNING PROCESS

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EXAMPLE 2: MARKETING PLAN STRUCTURE
(EXHIBIT 2.3 IN THE COURSE BOOK)

I. II.

Executive Summary

• Synopsis of the major aspects of the marketing plan
Situation Analysis

• Internal environment • Customer environment • External environment
III. SWOT Analysis

• Strengths, weaknesses, opportunities, threats • Analysis of the SWOT matrix • Establishing a strategic focus
IV. Marketing Goals and Objectives

• Formal statements of desired and expected outcomes of the marketing plan • Goals
– Broad, simple statements of what is to be accomplished

• Objectives
– More specific performance targets

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EXAMPLE 2:

MARKETING PLAN STRUCTURE (CONTINUED)
(EXHIBIT 2.3 IN THE COURSE BOOK)

IV.

Marketing Strategy

• Primary target market and marketing mix • Secondary target market and marketing mix
VI. Marketing Implementation

• What specific marketing activities will be undertaken? • How will these activities be performed? • When will these activities be performed? • Who is responsible for the completion of these activities? • How will the completion of planned activities be monitored? • How much will these activities cost?
VII. Evaluation and Control

• Formal marketing control • Informal marketing control • Financial assessments
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ORGANIZATIONAL MISSION VS. ORGANIZATIONAL VISION
• Mission Statement • Answers… “What business

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