Lezione n. 1: Planning, Implementation, and Monitoring
The Most Appropriate Organisational Structures for Market-oriented Organisations
The Role of the Marketing Manager
Competitive Advantage
Competitive Positions
Marketing Strategy
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Lezione n. 2: Competitive Market Analysis
PESTLE and Market Analysis
Porter’s Five Forces
Applying Marketing Research and Planning to Marketing
Competitor Analysis
Benchmarking
Resource Based View of the Firm (RBV)
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Lezione n. 3: Identifying Current and Future Competitive Positions
Identifying and Establishing Brand Positioning
Positioning Statement
Market Segmentation
Geographic Segmentation
B2B Market Segmentation
Ansoff’s Matrix
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Lezione n. 4: Developing Competitive Positioning Strategies and Managing Marketing Functions
Sustainable Competitive Advantage
Cost Leadership
Differentiation
BCG matrix
Innovation Strategies
Managing Innovation for Success
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Lezione n. 5: Implementation of the Marketing Strategy and the Associated Challenges
Relationships and Theories in Relationship Management
Customer Service as a Competitive Tool
Customer Service Models and Customer Service Standards
Adopting CRM as a Core Strategy
Strategic Alliances
Internal Communications Planning
Understand the Importance of Ethics, CSR and Sustainability in Modern Organisations
Drivers of Sustainability
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