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Marketing Planning
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| Length |
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4 days |
| Language |
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Español |
| Dates |
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| Contact |
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Natalia Mori | nmori@iae.edu.ar | +54 (2322) 48-1162 |
| Faculty |
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Calatrava, Gustavo
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| Price |
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$5100 |
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| | Objetives | - This module explains what marketing really is and its role within organizations.
Understanding and using marketing analysis and tools, this knowledge may be incorporated to Marketing Plan development.
Participants will experience how important internal marketing is to ensure marketing plan buy-in across the organization through a simulation (Markstrat) that leads teams to compete in a market, using real-world marketing analysis tools and data.
| Candidates’
Profile
| - This program has been designed for professionals who need to deepen their knowledge of key marketing and sales notions and tools.
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| Contents | - Marketing analysis
- Getting to know your customers: market segmentation
- Driving value: customer-based positioning
- Marketing distribution and communication strategies
- Pricing
- Planning process: marketing plans
- Budget allocation criteria
- Qualitative and quantitative market research, mapping
- Competitive analysis for defensive and offensive strategies
- Market and segment evolution analysis
- Communications strategy
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