Table of Content
 

 

Marketing Plan
  • Introduction
  • Marketing Plan Aims and Objectives
  • Content of the Marketing Plan
  • Progress Measurement
  • Performance Analysis
  • Marketing Plans Usage
  • Marketing Planning Process
Marketing Audit
  • Introduction
  • The Marketing Audit Procedure
  • The Marketing Environment
  • Organisational Audit
  • Environmental Auditing
  • Innovation Audit
  • Auditing Tools
Environmental Analysis
  • PEST
  • Anticipating Changes in the Law
  • Economic Factors
  • International Factors
  • Social Factors
  • Technological Factors
  • Competitive Intelligence
Segment-Target-Position
  • Segmentation
  • Targeting
  • Positioning
  • Branding
Marketing Strategies
  • Strategic Intent
  • Ansoff’s Product/Market Matrix
  • The Boston Matrix
  • Bowman’s Strategy Clock
  • Generic Strategies – Michael Porter ()
  • The danger of Being ‘Stuck in the Middle’
  • Marketing Control
  • Internal Marketing
  • The Balanced Scorecard
  • Gap Analysis
  • KPI
SWOT Analysis
  • Bringing the SWOT Elements Together
  • SWOT Analysis – Exercise
  • The Marketing SWOT
Products and Markets
  • Market Development
  • Related Diversification
  • Unrelated Diversification
  • New Product Development
Test Marketing
  • Test Marketing
  • Other Forms of Experimentation
  • Innovation
Pricing policy
  • Pricing Decisions
  • Pricing Approaches
  • Pricing and Market Share
  • Pricing Strategies
  • Price Adjustment Strategies
Distribution
  • Choosing the Distribution Channel
  • Evaluating Current Distribution Channels
Communication Mix
  • Marketing Communications
  • Media Planning and Cost
Sales Promotions
  • The Role of Sales Promotion
  • Sales Promotion Objectives
  • Consumer Sales Promotion Techniques
Implementation of Marketing Plans
  • Marketing Implementation
  • Marketing Action Plan
  • The Marketing Plan Outline
  • Market Segmentation
  • Market Overview
  • Competitive Overview:
  • Writing SWOT
  • Goals and Objectives
  • Strategies
  • Marketing Mix Strategy
  • Place Strategy
  • Scheduling
  • Budgeting
  • Assignment and Implementation
  • Tracking Procedures
Ethics
  • What is Ethics?
  • Individual Characteristics
  • Organizational and Industry Factors
  • Ethical Dilemmas
  • Managing Ethics
  • Ethics Committee
  • Commodities Act, Corporate Culture and Ethical Climate
  • Improving Ethical Decision Making
Marketing Ethics
  • What are Ethical Issues in Marketing?
  • Consumerism
  • Environmentalism
  • Pricing Ethics
  • Higher Prices Factors
  • Distribution Ethics
  • Promotion Ethics
  • Deceptive Advertising
Socially Responsible Marketing
  • Enlightened Marketing
Digital Marketing
  • Introduction
  • E-Commerce
  • Search Engine Optimization
  • Social Media
  • Behavioral Targeting
  • Email Marketing
  • Customer Relationship Management

 

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