Corporate Planning and Marketing Strategies

TEACHING UNIT 1. MARKETING AND BUSINESS STRATEGY

1. Strategic approaches – and, in particular, strategic marketing – to address the business adaptation processes required by the changing reality of the markets.
2. Basic concepts and elements of strategic planning common to all levels of a business organisation.

TEACHING UNIT 2. THE CORPORATE PLANNING PROCESS

1. Basic elements required for drawing up strategic plans.
2. Corporate strategies that provide a framework for marketing decisions.
3. Common terms in corporate planning.

TEACHING UNIT 3. ANALYSIS OF THE BUSINESS ENVIRONMENT AND INTERNAL ANALYSIS OF THE COMPANY

1. The concepts of the macro-environment and micro-environment.
2. The influence of the external environment on a company’s marketing activities.
3. Porter’s expanded rivalry model.
4. Factors influencing the internal analysis of the company.
5. Resources and capabilities available to a business organisation.

TEACHING UNIT 4. MARKETING STRATEGIES THROUGHOUT THE PRODUCT LIFE CYCLE

1. The importance of the product-market life cycle concept.
2. Ways to enter a new market.
3. Strategic options available to companies in growing markets, depending on their competitive position.
4. The situation in mature and declining markets.

TEACHING UNIT 5. STRATEGIES FOR DEVELOPING NEW PRODUCTS

1. New product concept.
2. Approaches that a company can adopt in the process of innovation and new product launches.
3. The stages involved in a comprehensive approach to new product development.

TEACHING UNIT 6. BRANDING AND CUSTOMER LOYALTY STRATEGIES

1. Determining brand choice within a product category (awareness–preference–selection).
2. Possible strategies for deciding on a brand name.
3. Brand value through its key components and the main methods for quantifying brand value.
4. The importance of customer satisfaction in the customer loyalty process.