Marketing - Selling - Negotiation
STRATEGIC MARKETING

WHO SHOULD ATTEND

• All those in charge of marketing within the company.
  
• Product managers.
  
• Advertising managers.
  
• Sales managers.

OBJECTIVES
Better understand the environment and the different marketing strategies so that each of the company's functions maintains a competitive edge.

PROGRAM OUTLINE

• The marketing environment and its history.
  
• The market study:
  
  • customer analysis
    
  • market analysis
    
  • information systems.
    
• Analysis of the company and its products:
  
  • the company's units
    
  • use of matrixes to study the company's competitive edge: BCG, ADL, McKinsey.
    
• Orientations and strategies:
  
  • growth strategies: Ansoff, Harvard model, Porter
    
  • Kotler's competitive strategies
    
  • other development or defense strategies: legal, financial, cooperative, international
    
  • the art of war applied to marketing.
    
• The marketing mix:
  
  • product
    
  • price
    
  • distribution
    
  • advertising, promotions.

TEACHING METHOD

• Theoretical presentations.
  
• Analysis of participants' experiences using methods presented in the course.

SUPPORT MATERIALS PROVIDED AT END OF TRAINING
Each important phase of the analysis and the marketing orientations is illustrated with a practical tool. These tools are gathered together in the "Tool Box" at the end of the manual.

DURATION
4 days