Tečaj je na engleskom jeziku

Overview/Description
• You want to develop a powerful, and well-documented marketing strategy in order to get your new product or service approved. This course is designed to give you a strong start in developing your marketing vision, direction, and ultimately a plan. You'll get an overview of the key factors encompassing the broad scope of strategic marketing. You'll be able to discuss cost structures and their influence on your marketing strategy. The impact of product life cycles on your markets is another focus. Methodology to achieve or increase profitability is another featured section of this course. Apply the best thinking and research techniques to the development of a superior market strategy plan to gain the backing you need to be successful.
• This course will walk you through four crucial elements of analyzing your market. First, you'll learn to scan your environment, considering the economical, technological, social, and political impacts on your organization. Then you'll learn how market segmentation can assist you in developing products and marketing strategies. You'll be given a set of tools that can be utilized for developing and keeping your plans on track, and you'll become familiar with forecasting options that can provide you with the valuable information you need to make smart decisions.
• You've got a great idea for a new product or service for your organization, or a major enhancement for an existing one. Now you've got to present the case to the decision-makers to go forward. What kinds of topics should you include in your strategic marketing plan? In this course you'll learn exactly what to consider as you develop and present your plan, including market data and competitor capabilities. Then you'll want to plan out the target deadlines for each task required to make this plan happen. You'll find it all in this course.
• This course will define the marketing plan, types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then, you'll complete a situational analysis that evaluates the overall market, industry, internal and competitive factors pertinent to your product or service. Finally, you'll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan.
• You've completed the first part of your marketing plan. Now it's time to write about your marketing tactics. You'll discover just how to match your product with your target market, determining exactly what the competitive advantages of your particular product are. Then you'll explore the price-setting strategies that will help make your product a success.
• Your marketing plan has been approved! Now you need to get the job done. How you execute your plan is as crucial as the plan itself. In this course, you'll learn about tactical marketing tools needed to put your plan into gear and create your marketing mix. These include branding, packaging, promotions, publicity, advertising and merchandising.
• So, now you're a marketing manager. What are the expectations you and others have of this position? What skills do you need? How do you put together a marketing team? How do you lead that team to success? How can you tell if you're doing a good job? In this course you'll look at marketing management from top to bottom--starting from the basic skills you need as a marketing manager, through creating a multifunctional marketing team, positioning the company for success, and setting up systems to see how you're doing. You'll also learn to avoid common mistakes made by marketing managers and how to help the entire company focus on the marketing process.
• Whether you have a "head" for numbers, or a "dread" of numbers, no strategic marketing plan will be successful without a thorough financial analysis. The final course in this series takes a user-friendly, interactive approach to help you master the numbers game. You will analyze typical financial parameters associated with setting up a financial budget as part of an overall marketing strategy. This includes assessing financial resources, the development of a financial schedule and an allocation plan, the calculation of important financial ratios, pricing and evaluating and testing the marketing plan after implementation.

Target Audience
Managers and technical leaders who have the responsibility for developing a marketing plan.
Marketing directors, marketing team leaders, and managers
Managers, Supervisors, Coaches
Marketing managers, supervisors or team leaders, marketing staff
Managers and team leaders with responsibility for developing market strategy.
New marketing, product or brand managers, or those with some experience who want to review expectations for and skills of the position.
Entrepreneurs, business people, anyone interested in starting a business and marketing it.

Expected Duration
• 26 Hours.

Lesson Objectives
• Foundations of Marketing
• Strategic Profitability
• Cost Drives Strategies
• The Product Life Cycle
• Environmental Scanning
• Marketing Segmentation
• Tools for Marketing Planning
• Forecasting
• Evaluating the Competitive Environment
• Competition and Relationship Marketing
• Product Strategies Relative to Competition
• Consumer Behavior and Competition
• Foundations of the Marketing Plan
• Getting Started
• Situational Analysis
• The SWOT Formula
• Market Positioning
• Strategic Path
• Creative and Financial Strategy
• Presenting Your Plan
• Establishing the Brand Identity
• Promotion and Publicity for Peak Performance
• High-impact Advertising
• The Merchandising Message
• Analyzing and Planning for Success
• Leading the Marketing Team
• Laying the Groundwork for Implementation
• Controlling, Monitoring, and Evaluating for Results
• Assessing Your Financial Resources
• Developing a Budget and Keeping It on Track
• Using Financial Ratios in a Marketing Plan
• Pricing and Evaluations.

Naslov	Opis	Trajanje (~sati)
Elements of Marketing Strategy	MKT0201	3
Analyzing the Market	MKT0202	2,5
Competitive Factors in Strategic Marketing	MKT0203	2.5
Writing a Marketing Plan: Phase 1	MKT0204	3
Writing the Marketing Plan: Creative Strategy	MKT0205	2,5
Creating a Marketing Campaign	MKT0206	4
Marketing Management	MKT0207	4
Financial Analysis for Successful Marketing	MKT0208	4,5