Strategic Marketing and Marketing Planning
21-25 February, 2011

Through this module, participants will acquire an understanding of strategic marketing and of the purchasing process followed by consumers. They will also be able to create a strategic marketing plan.

Course content
 

• The importance of planning
• The strategic marketing planning process
• Marketing audit and SWOT
• Marketing objectives and strategies
• Scenarios and IT planning
• Barriers to planning
• Why marketing plans fail

Market Research
11-15 April, 2011

This module is designed to develop participants’ skills in market research techniques. Basically how to generate and analyse market data that will develop the company’s understanding of consumers and its customers.
 
Course content
 

• Traditional approaches to generating data
• Recent approaches to generating data
• Analysing data
• Approaches to market segmentation
• Using research data to implement market strategy
• Barriers to planning

The fast-changing electronic media environment and its impact on marketing is the focus of this module. Areas covered on this course include website communication, online consumer behavior, growth in e-retailing and customer relationship management. The impact of social networking tools is explored as well as the following:

• The ways in which customers go through the online buying process, the issues and concerns they have, as well as the motivators for going online. Customer Relationship Management is a key area to consider: database management, profiling, personalization, relationship marketing.
• Website design and function: value proposition, customer orientation, aesthetics, page design, copyrighting, navigation and usability.
• Other important topics will be covered on a more general level: viral marketing, search marketing, search engine optimization, paid search, affiliate marketing, e-mail marketing, blogging, internet advertising. 
  
    

• Cutting edge content with operational approach for an immediate impact in the work place
• Programs delivered in English, with an international context (participants and faculty)
• Sharing of experience with other professionals and access to a dynamic network of alumni
• Possibility to reward your managers by offering them an exciting training opportunity - participants who validate the three modules also get credits towards our MBA program if they decide to continue studying (credits valid for 2 years)

• Bachelor’s degree
• At least 3 years’ work experience, including some experience of innovation management.
• Evidence of English language skills is required for non-native speakers: Copy of TOEFL (IBT 94 / computer based 240), TOEIC (800), Cambridge Proficiency Exam (A,B,C) or IELTS score report (6.5 with a minimum of 6.0 in the written part).