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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