Marketing and Sales Force Management in Corporate Strategic Management

TEACHING UNIT 1. MARKETING CONCEPTS: NEED, WANT AND DEMAND
1. Marketing concept
2. Needs, wishes and demands
3. Product
4. Exchange
5. Market
6. Marketing management
TEACHING UNIT 2. THE COMPANY’S STRATEGIC PLAN
1. Introduction
2. Company mission
3. Corporate objectives
4. Corporate strategy
TEACHING UNIT 3. THE MARKETING PLAN. PRELIMINARY ANALYSIS
1. Introduction
2. Strategic marketing planning
3. Benefits of marketing planning
4. The planning process
5. The concept of an operational marketing plan
6. Features of the marketing plan
7. Possible structure of the marketing department
8. Preliminary analysis of the situation
9. Drawing up the marketing plan
TEACHING UNIT 4. SETTING THE OBJECTIVES OF THE MARKETING PLAN
1. The objectives of the marketing plan
2. Sales targets
3. Profitability targets
4. Positioning objectives
5. Other types of objectives
TEACHING UNIT 5. MARKETING STRATEGIES AND THE MARKETING MIX
1. Introduction
2. Types of strategies
3. Marketing mix strategies
4. Marketing programmes
5. Assessment of marketing strategies
TEACHING UNIT 6. SALES FORECASTING. SALES SHARES
1. Introduction
2. Factors to bear in mind
3. Characteristics of sales forecasts
4. Quantitative methods: Advantages and disadvantages
5. Qualitative methods
6. Sales commissions
TEACHING UNIT 7. SELECTION, MOTIVATION, REMUNERATION AND MANAGEMENT OF THE SALES FORCE
1. Introduction
2. Roles within the sales force
3. Sales force objectives
4. Size of the sales force
5. Structuring the sales function
6. Selection of the territory
7. Recruitment and selection of sales staff
TEACHING UNIT 8. THE MARKETING PLAN. DRAWING UP THE BUDGET
1. Marketing budgets
2. Efficient allocation of resources
3. Marketing budget systems
4. Marketing budget control
TEACHING UNIT 9. THE MARKETING PLAN. MONITORING AND CONTROL
1. Introduction: Monitoring marketing activities
2. Strategic marketing management
3. Evaluation and monitoring of the operational marketing plan
4. Control criteria
5. Some key performance indicators
6. Other control ratios
TEACHING UNIT 10. NEW TRENDS IN MARKETING
1. The evolution of marketing: from product marketing to customer marketing
2. International marketing
3. Turbomarketing
4. Loyalty marketing
5. Modern direct marketing (relationship marketing)
6. Online marketing
7. Other types of modern marketing
TEACHING UNIT 11. INTEGRATING MARKETING INTO THE COMPANY’S STRATEGIC MANAGEMENT
1. Basic concepts of strategic management
2. Creating value within the company
3. Sector analysis
4. Resources and capabilities
5. Competitive advantage
6. Corporate strategy
7. Competition in mature markets
8. Technology-based markets
9. New trends in strategic development