SUBJECT 1. STRATEGY AND MARKETING |
1.1. Strategy concept
1.2. The strategic direction
1.3. Strategy and Marketing
1.4. Market orientation
1.5. Marketing activities in the company
1.6. The strategic planning process
1.7. Trends: big data, business intelligence, AI, IoT
1.8. Women and advertising: Sexism in commercial communications |
SUBJECT 2. IDENTIFICATION AND ANALYSIS OF THE REFERENCE MARKET |
2.1. Product concept
2.2. Reference market, relevant market and product-market
2.3. Segmentation and positioning
2.4. Market attractiveness assessment
2.5. Competition Analysis |
SUBJECT 4. GROWTH STRATEGIES AND COMPETITIVE STRATEGIES |
4.1. Generic strategies
4.2. Growth strategies
4.2.1. Intensive growth strategies
4.2.2. Diversified growth strategies
4.3. International expansion strategies
4.4. Competitive strategies |
SUBJECT 6. DESIGN, EXECUTION AND CONTROL OF THE STRATEGIC MARKETING PLAN |
6.1. Elements of the Strategic Marketing Plan
6.2. Structure of the Strategic Marketing Plan
6.3. Execution of Strategic Marketing Plan
6.4. Control of the Strategic Marketing Plan
6.5. The digital marketing plan |