The Complete Strategic Marketing Plan – tools and strategies

Course Curriculum

Chapter 1: Introduction to the Marketing Plan

Lecture 1: Section 1 – 1. Introduction to the marketing plan

Lecture 2: Section 1 – 2. The marketing plan definition

Lecture 3: Section 1 – 3. Objectives and structure of the marketing plan

Lecture 4: Section 1 – 4. The 4 main parts of a marketing plan

Lecture 5: Section 1 – 5. Critical elements of the external analysis

Lecture 6: Section 1 – 6. Critical elements of the internal analysis

Lecture 7: Section 1 – 7. The SWOT Matrix

Chapter 2: Marketing Strategy

Lecture 1: Section 2 – 1. Introduction to marketing strategy

Lecture 2: Section 2 – 2. Marketing strategy definition

Lecture 3: Section 2 – 3. Financial and non-financial objectives

Lecture 4: Section 2 – 4. The customer attraction vs. customer retention dilemma

Lecture 5: Section 2 – 5. Identifying the best target segment, part 1

Lecture 6: Section 2 – 6. Identifying the best target segment, part 2

Lecture 7: Section 2 – 7. Identifying the best positioning, part 1

Lecture 8: Section 2 – 8. Identifying the best positioning, part 2

Lecture 9: Section 2 – 9. Identifying the best positioning, part 3

Lecture 10: Section 2 – 10. Identifying the best positioning, part 4

Lecture 11: Section 2 – 11. Identifying the best positioning, part 5

Chapter 3: Marketing Mix

Lecture 1: Section 3 – 1. Introduction to marketing mix implementation

Lecture 2: Section 3 – 2. Marketing mix definition

Lecture 3: Section 3 – 3. Product strategy – product life cycle

Lecture 4: Section 3 – 4. Product strategy – product levels

Lecture 5: Section 3 – 5. Product strategy – branding strategy 1

Lecture 6: Section 3 – 6. Product strategy – branding strategy 2

Lecture 7: Section 3 – 7. Product strategy – BCG matrix

Lecture 8: Section 3 – 8. Product strategy – McKinsey GE matrix

Lecture 9: Section 3 – 9. Product strategy – Ansoff matrix

Lecture 10: Section 3 – 10. Pricing strategy – part 1

Lecture 11: Section 3 – 11. Pricing strategy – part 2

Lecture 12: Section 3 – 12. Pricing strategy – part 3

Lecture 13: Section 3 – 13. Distribution strategy – Distribution channel strategy

Lecture 14: Section 3 – 14. Distribution strategy – How to manage channels

Lecture 15: Section 3 – 15. Distribution strategy – Trade Marketing

Lecture 16: Section 3 – 16. Distribution strategy – Retailing

Lecture 17: Section 3 – 17. Distribution strategy – Multi channel Retailing

Lecture 18: Section 3 – 18. Distribution strategy – Global growth opportunities

Lecture 19: Section 3 – 19. Distribution strategy – Online Retailers

Lecture 20: Section 3 – 20. IMC – Introduction to Integrated Marketing Communication

Lecture 21: Section 3 – 21. IMC – Understanding the Marketing process

Lecture 22: Section 3 – 22. IMC – Decisions required for an effective communication campaign

Lecture 23: Section 3 – 23. IMC – Building customer based brand equity

Lecture 24: Section 3 – 24. IMC – Consumer Information Processing

Lecture 25: Section 3 – 25. IMC – Steps of effective communication

Lecture 26: Section 3 – 26. IMC – Communication objectives

Lecture 27: Section 3 – 27. IMC – Consumer Decision Making Process

Lecture 28: Section 3 – 28. IMC – How advertising works – AIDA & Hierarchy of effects models

Lecture 29: Section 3 – 29. IMC – Communication Tools

Lecture 30: Section 3 – 30. IMC – Marketing Communication Budget

Lecture 31: Section 3 – 31. IMC – Developing an Advertising Program

Lecture 32: Section 3 – 32. IMC – Media and its effectiveness

Lecture 33: Section 3 – 33. IMC – Sales Promotions, PR & Events

Lecture 34: Section 3 – 34. IMC – Direct & Interactive Marketing

Lecture 35: Section 3 – 35. IMC – Developing the sales force

Chapter 4: Expected results

Lecture 1: Section 4 – 1. Expected results – Introduction

Lecture 2: Section 4 – 2. Expected results – Financial objectives

Lecture 3: Section 4 – 3. Expected results – Non Financial objectives – part 1

Lecture 4: Section 4 – 4. Expected results – Non Financial objectives – part 2

Lecture 5: Section 4 – 5. Expected results – Customer objectives

Lecture 6: Section 4 – 5. Expected results – Strategic objectives

Chapter 5: Final considerations

Lecture 1: Final considerations