Session 1: Marketing strategy: introduction and overview
- Introduction
- Market drivers
- Impact of competition
- Nature of competitive strategy
- The classic approach to the formulation of strategy
- Process for formulating a competitive strategy
- Strategy identification and selection
Session 2: Portfolio analysis
- Introduction
- The product life cycle
- Product life cycle stages
- The product/service portfolio
- Portfolio models
Session 3: Market analysis
- Introduction
- Dimensions of market analysis
- Actual and potential market size
- Market growth
- Key success factors—bases of competition
- Risks in high growth markets
Session 4: Analysing competition
- Introduction
- Nature of competition and identification of an
- organization’s competitors
- Understanding competitors’ strategies
- Identifying competitors
- Sources of information about competitors
- Benchmarking
Session 5: Analyzing the customer in the market place
- Introduction
- Models of consumer behaviour
- Psychological factors influencing the buying decision process
- Social factors influencing the buying decision process
- Role for market research
Session 6: Market Segmentation, Targeting and Positioning
- The Nature and Purpose of Segmentation
- Approaches to Segmenting Markets
- Factors Affecting the Feasibility of Segmentation
- Approaches to Segmentation
- The Bases for Segmentation
- Geographic and Geodemographic Techniques
- Demographic Segmentation
- Behavioural Segmentation
- Psychographic and Lifestyle Segmentation
- Approaches to Segmenting Industrial Markets
- Market Targeting
- Deciding on the Breadth of Market Coverage
- Product Positioning: The Battle for the Mind
Session 7: Digital Marketing
- Mobile market
- Designing e-commerce solutions for mobile
- SEM
- Referencement (SEO)
- Advertising
- SEA
- Social media & Curation
- SMO
- Building a landing page and developing a viable ecosystem
Session 8: EXAM