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 organization.

TEACHING UNIT 2. THE CORPORATE PLANNING PROCESS

1. Basic elements required for developing strategic plans.
2. Corporate strategies that serve as a framework for marketing decisions.
3. Common Concepts in Corporate Planning.

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

1. Concepts of the macroenvironment and microenvironment.
2. The Influence of the Environment on a Company's Marketing Activities.
3. Porter's Extended Rivalry Model.
4. Factors Influencing a Company's Internal Analysis.
5. Resources and capabilities that a business organization can rely on.

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. Existing strategic options for companies in growing markets, depending on their competitive position.
4. The State of Mature and Declining Markets.

TEACHING UNIT 5. STRATEGIES FOR DEVELOPING NEW PRODUCTS

1. New Product Concept.
2. Approaches a company can take in the process of innovation and new product launches.
3. 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.