Development of business plan making skills, bringing together the strategic direction with the more numerical part of the business, using the different Marketing Analytics.
The module is organized to combine a conceptual part (positioning strategies, brand equity, elaboration of a communication plan) with Business Games on the use of the different Strategic Marketing techniques ( SWOT, Positioning Maps, Brand Pyramides) up to the evaluation of the impact of the different plans, with practical exercises on income statement, pricing, ROI and ROAS.
The combination of theory and practice, with practical examples on different sectors ( Food & Beverages, Fashion, B2B) also helps to give an expanded perspective of the differences of Marketing in different types of companies/sectors.

As key contents:

• Strategy: definition and techniques of strategic marketing
• STP process (Segmentation – Targeting – Positioning)
• Tools used: SWOT Analysis, positioning maps, target definition techniques
• Brand Equity & Reputation – definition, brand pyramids
• Positioning strategies
• Developing an integrated communication plan – the different steps
• Marketing Analytics: how to measure the performance of the business and the different plans
• Income Statement structure, Market Share, key Business KPIS, ROI, ROAS

PART 1 : Definition of Strategy & Brand Management.
PART 2 : Brand Equity & Reputation – definition, management, examples
PART 3 : Elements of the Marketing Mix – definition and management
PART 4 : Definition of key Marketing KPI’s

IN PRESENCE – 7h (9:30 am – 12:45 pm + 2 pm – 6:15 pm) :

PART 1 :
Strategic Marketing & Strategy – definition, tools

PART 2 :
STP Methodology : Segmentation, Targeting and Positioning.
SWOT, Positioning Map, with practical cases
Targeting Strategies

PART 3 :
Brand Equity: definition, main KPIs
Brand Pyramids – the different models
Practical examples.

IN LIVE STREAMING – 3h (9:30 am – 12:45 pm) :

PART 1 : Marketing Analytics ( Market share, Consumer KPIs) + exercises
PART 2 : Income Statement

PART 3 : ROI, ROAS + Exercises

For any information, requests for assistance and master’s customization, please contact us!
To submit your application, analyze the best content for your needs, and customize your course send us an email with your request, along with a contact information.

For info and enrollment: info@dibs-school.com