Module One: Strategic Marketing and Marketing Planning
22-26 February, 2010

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

Module Two: Market Research
12-16 April, 2010

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

• Creativity: the brainstorming of business ideas based on pre-set business areas.
• Why create a business plan?
• Business planning principles
• Preparing the business plan
• Evaluating and implementing the business plan
    

• 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).