Marketing and Sales Force Management in Corporate Strategic Management

TEACHING UNIT 1. MARKETING CONCEPTS: NEED, WANT, AND DEMAND 1. The Concept of Marketing 2. Needs, Wants, and Demand 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. Advantages of Marketing Planning 4. The Planning Process 5. The Concept of an Operational Marketing Plan 6. Characteristics of a Marketing Plan 7. Possible Organization of the Marketing Department 8. Preliminary Analysis of the Situation 9. Development of the Marketing Plan TEACHING UNIT 4. SETTING THE OBJECTIVES OF THE MARKETING PLAN 1. The Objectives of the Marketing Plan 2. Sales Objectives 3. Profitability Objectives 4. Positioning Objectives 5. Other Types of Objectives TEACHING UNIT 5. MARKETING STRATEGIES AND MARKETING MIX 1. Introduction 2. Types of Strategies 3. Marketing Mix Strategies 4. Marketing Programs 5. Evaluation of Marketing Strategies LEARNING UNIT 6. SALES FORECASTING. SALES SHARES 1. Introduction 2. Factors to Consider 3. Characteristics of Sales Forecasts 4. Quantitative Methods: Advantages and Disadvantages 5. Qualitative Methods 6. Sales Quotas TEACHING UNIT 7. SELECTION, MOTIVATION, COMPENSATION, AND MANAGEMENT OF THE SALES FORCE 1. Introduction 2. Functions of the Sales Force 3. Sales Force Objectives 4. Size of the Sales Force 5. Structuring the Sales Function 6. Selecting Sales Territories 7. Recruiting and Selecting Salespeople TEACHING UNIT 8. THE MARKETING PLAN. BUDGETING 1. Marketing Budgets 2. Efficient Allocation of Resources 3. Marketing Budgeting Systems 4. Marketing Budget Control TEACHING UNIT 9. THE MARKETING PLAN. MONITORING AND CONTROL 1. Introduction: Monitoring Marketing Activities 2. Strategic Marketing Control 3. Evaluation and Control of the Operational Marketing Plan 4. Control Criteria 5. Some Control Ratios 6. Other Control Ratios LEARNING UNIT 10. NEW MARKETING TRENDS 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. Virtual Marketing 7. Other Types of Modern Marketing LEARNING UNIT 11. INTEGRATING MARKETING INTO CORPORATE STRATEGIC MANAGEMENT 1. Basic Concepts of Strategic Management 2. Value Creation in the Company 3. Industry Analysis 4. Resources and Capabilities 5. Competitive Advantage 6. Corporate Strategy 7. Competition in Mature Markets 8. Technology-Driven Markets 9. New Trends in Strategic Development