Marketing Plan and Sales Organization

TEACHING UNIT 1. MARKETING WITHIN BUSINESS STRATEGY 1. Introduction 2. The Fundamentals of Market-Oriented Management: Market Analysis 3. The Customer Relationship as a Strategic Key 4. From Traditional Marketing to New Relationship Marketing 5. Customer Loyalty Elements as a Strategic Key to Sales Management 6. Practical Content 7. Definition of the Concept of Marketing TEACHING UNIT 2. MARKETING AND COMMERCIAL MANAGEMENT IN A COMPANY 1. The Marketing Management Process 2. Strategic Marketing and Operational Marketing 3. The marketing mix and the subfunctions of marketing 4. Organization of the marketing department 5. Practical content TEACHING UNIT 3. MARKET RESEARCH AND SEGMENTATION 1. Consumer behavior 2. Market Segmentation 3. Market Research 4. Practical Content TEACHING UNIT 4. PRODUCT AND PRICING POLICIES 1. The Product Within the Marketing Mix and Its Life Cycle 2. Product Development and Modification 3. Pricing Policies 4. Pricing Methods and Strategies 5. Practical Content TEACHING UNIT 5. COMMERCIAL DISTRIBUTION POLICY 1. Distribution within the marketing mix 2. Functions and types of distribution 3. Intermediaries in the distribution channel 4. Sales methods in commercial distribution 5. Practical content LEARNING UNIT 6. COMMUNICATION POLICY 1. Introduction 2. Advertising 3. Sales Promotion 4. Public Relations 5. The Sales Force 6. Marketing Mix: Strategy, Forms, and Media 7. Practical Content TEACHING UNIT 7. SALES ORGANIZATION AND MARKETING PLAN 1. The Sales Network 2. The Sales Manager 3. Marketing Planning 4. Plan Implementation and Monitoring 5. Practical Content TEACHING UNIT 8. MARKETING APPLICATIONS 1. Direct marketing 2. Industrial marketing 3. Services marketing 4. Social and public marketing 5. Internal marketing 6. Practical Content