Learning outcomes

1. Recognize marketing trends and identify ways to create value for customers.
2. Understand the entire structure of market analysis to prepare a Marketing Plan.
3. Identify competitive advantages to differentiate the business model or brand.
4. Identify and use management indicators related to commercial and marketing activities.
5. Provide tools necessary for the production and control of a Marketing Plan.

Programmatic contents

1. Creating Value for the Customer.
- Marketing as a Support for Management.
- New Marketing Trends in Competitive Environments.
- Creating Value for Customers and the Business.

2. Market Trends.
- New Customer Behaviors in B2B and B2C Markets.
- New Segmentation.
- The Digital Revolution.
- Customer Experience and Journey.

3. Market Analysis and Brand Positioning.
- Relevant Markets.
- Key Purchase Factors and Critical Success Factors.
- Stages of Strategic Positioning.
- Strategic Repositioning.
- Marketing Communication Trends.

4. Marketing Strategy.
- Methodologies and Tools for Strategic Marketing Analysis.
- Competitive Advantage through Differentiation or Price.
- Price Management.

5. Marketing Performance.
- Satisfaction and Loyalty.
- Margins, Break Even, and Pricing.
- Communication and Digital.
- Effectiveness and Efficiency.

6. Marketing Plan.
- Action Plan