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Week : 1
Introduction - Strategic Planning and the Marketing Process
Additional Information:
Objective: Understanding what exactly strategic planning is.
Week : 2
Mission Statement
Additional Information:
Objective: Defining the company mission statement
Week : 3
Environmental Analysis - Remote Environment
Additional Information:
Objective: Analyzing the external factors (industry and
environment) to make strategic judgments
Week : 4
Environmental Analysis - Operational Environment (Customer
Analysis, Competitive Analysis, Market Analysis)
Additional Information:
Objective: Analyzing the external factors (consumers and
competitors) to develop strategies.
Week : 5
Internal Analysis - Self Analysis (SWOT)
Additional Information:
Objective: To evaluate how the company is doing to direct its
efforts in the most efficient and effective manner.
Week : 6
Internal Analysis - Portfolio Analysis
Additional Information:
Objective: To introduce one of a key element of self-analysis
method which assess the strength of a business in the market
Week : 7
Alternative Business Strategies - Differentiation Strategies
Additional Information:
Objective: Determining the company?s sustainable competitive
advantage
Week : 8
Alternative Business Strategies - Growth Strategies
Additional Information:
Objective: To determine the direction within the firm?s current
products and markets or growth in related or unrelated
businesses.
Week : 9
Alternative Business Strategies - Strategies for different
industry positions, Strategies in declining and mature markets
Additional Information:
Objective: Discussing what strategic alternatives can be
considered in different industry positions.
Week : 10
Determining Objectives
Additional Information:
Objective: Setting objectives to guide the operation
Week : 11
Marketing Mix Variables, Action Plans and Control: Product
Additional Information:
Objective: Determining the marketing mix variables: product,
price, place and promotion to accomplish the objectives.
Week : 12
Marketing Mix Variables, Action Plans and Control: Price
Additional Information:
Objective: Determining the marketing mix variables: product,
price, place and promotion to accomplish the objectives.
Week : 13
Marketing Mix Variables, Action Plans and Control: Place
Additional Information:
Objective: Determining the marketing mix variables: product,
price, place and promotion to accomplish the objectives.
Week : 14
Marketing Mix Variables, Action Plans and Control: Promotion
Additional Information:
Objective: Determining the marketing mix variables: product,
price, place and promotion to accomplish the objectives.
Week : 15
Final Exams |
