Company and Marketing Strategy Topic Outline • Companywide Strategic Planning: Defining Marketing’s Role • Planning Marketing: Partnering to Build Customer Relationships • Marketing Strategy and the Marketing Mix • Managing the Marketing Effort • Measuring and Managing Return on ...
Company and Marketing Strategy Topic Outline • Companywide Strategic Planning: Defining Marketing’s Role • Designing the Business Portfolio • Planning Marketing: Partnering to Build Customer Relationships • Marketing Strategy and the Marketing Mix • Managing the Marketing Effort &bull ...
Learning Outcomes 1 Understand the importance of strategic planning 2 Define strategic business units (SBUs) 3 Identify strategic alternatives and know a basic outline for a marketing plan 4 Develop an appropriate business mission statement 5 Describe the components of ...
What is Strategic Planning? Strategic planning is the art of creating specific business strategies, implementing them, and evaluating the results of executing the plan, in regard to a company’s overall long-term goals or desires. It is a concept that ...
Learning Outcomes (slide 1 of 2) 2-1 Understand the importance of strategic planning 2-2 Define strategic business units (SBUs) 2-3 Identify strategic alternatives and know a basic outline for a marketing plan 2-4 Develop an appropriate business mission statement 2-5 ...
Learning Objectives Understand the importance of strategic planning Define strategic business units (SBUs) Explain business planning and its three levels Describe the steps in strategic planning Describe the steps in marketing planning Understand a basic outline for a marketing plan ...
Manajemen perusahaan swasta, pemerintah dan organisasi lain serta perusahaan manufaktur dan perusahaan jasa beroperasi dalam kondisi tidak pasti atau menghadapi risiko. Salah satu fungsi yang penting dalam perusahaan adalah FORECASTING (PERAMALAN). Ramalan adalah titik awal untuk perencanaan. Tujuan peramalan adalah ...
A written document that specifies the activities to be performed to implement and control an organization’s marketing activities Marketing planning The systematic process of assessing opportunities and resources, determining objectives, defining strategies, and establishing guidelines for implementation and control ...
Branding, marketing and exporting Branding < marketing < exporting Marketing is an essential step for Finnish education export Branding is a foundational piece in marketing communication 2 Main topics Strategies in marketing Challenges in marketing What is the ...
Companywide Strategic Planning Strategic Planning • The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. Steps in Strategic Planning Corporate level Business unit, product, and market level Defining ...
LEARNING OUTCOMES LEARNING OUTCOMES After studying this chapter, you should 1. Know what marketing research is and what it does for business 2. Understand the difference between basic and applied marketing research 3. Understand how the role of marketing research ...
• Planning as Part of the Business Operation Planning is a process that never ends. • A preliminary business plan which finalizes over time. There are many different types of plans which all contribute to the business operation. • Financial ...
Strategic Planning Process Situation Analysis An in-depth analysis of the organization’s internal and external environments Marketing Plan A written document that provides the blueprint or outline of the organization’s marketing activities, including the implementation, evaluation and control of ...
The Problem of Communication • Communication plays a strategic role in the design and implementation of intervention strategies; • BUT, this role is not always recognised, fully understood or appreciated • Different types of communication approaches are often used interchangeably ...
DEFINITION American Association of Advertising Agencies (AAAA) : Integrated Marketing Communication(IMC) is “a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.&rdquo ...
Business Unit Strategic Planning Process Business Mission Each business unit needs to define its specific mission within the broader company mission. Example: SWO T Analysis SWOT analysis: The overall evaluation of a company’s strengths, weakness, opportunities, and threats. EXTERNAL ...
Learning Objectives 1. Review the basic product concepts that underlie a successful global marketing product strategy. 2. Compare & contrast local products & brands, international products & brands, and global products & brands. 3. Explain how ...
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