Strategic Marketing

Basic Topics: The Development, Evaluation and Implementation of the MKT strategy. Basic scope of the course is to psesent and describe the marketing applications of the MKT principles, theories and tools. The module(s) of the course include: The process of MKT planning and the Situation Analysis, The analysis of Industry Attractiveness, The competition analysis and market sales forecasts, The consumer analysis, The Marketing Research process and the market segmentation analysis, MKT strategies i.e., development strategies, MKT strategies for saturated and declining markets, detail MKT programs, Marketing War tactics and finally the implementation, control & efficiency of the MKT strategies in the praxis.

Objectives

not available

Prerequisites

not available

Syllabus

Παρουσιάσεις Administrative cdaestaei lsst uadbyo ut the course. Introduction to Strategic Marketing (MKT). Concept of Strategy and Strategic MKT. Strategic MKT Planning The competitive advantage. The Marketing Plan External environment analysis Analysis of Industry Attractiveness Competitor analysis Customer analysis & Sales analysis and sales forecast Strategic segmentation, targeting and positioning Internet & electronic markets, marketing and web strategies and specific strategic e-marketing issues Product Portfolio Analysis