Study Guide

Objectives

This course expands on the earlier Introduction to Marketing 1 and 2, providing deeper knowledge and skills in strategic planning and development of marketing. The course gives the fundamental basis for those aiming at a career in marketing, merging theory with practice.

After completing the course the students will be able to
• Derive the marketing strategy from the business strategy
• Choose an appropriate marketing strategy for different
businesses
• Write a consistent marketing plan based on customer needs and
marketing strategy applying Blue Ocean Strategy tools

Content

What are the different levels of marketing planning?
What kind of different marketing strategies businesses apply and why?
What is the structure and content of a strategic marketing plan?
What is Blue Ocean Strategy and how is it applied in marketing planning?

Prerequisites

Introduction to Marketing 1 and 2 or equivalent

Further information

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