Mini-MBA program module "Strategic marketing"

Theme 1. Introduction to Marketing

• The role of marketing in the organization

• Integrated marketing

Theme 2. Business and marketing goals

• Company's mission

• Business goals and marketing goals

• SMART Methodology

Theme 3. Macro environment analysis. PEST analysis

• Workshop

Theme 4. SWOT-analysis

• Strengths, weaknesses, threats and opportunities

• SWOT Matrix

• Workshop

Theme 5. Analysis business-portfolio BCG

• Matrix BCG

Theme 6. Development of growth strategies

• Matrix Ansoffa

Theme 7. Audit of company brands

• Workshop "Orbiter"

Theme 8. Analysis of consumers, B2B customers

• Strategies for reaching the market

• Models of consumer segmentation

• B2B purchasing center

Theme 9. Analysis of the competitive environment

• Direct and indirect competitors

• Competitiveness Analysis

Theme 10. Development of brand strategies

• USP, target, set of alternatives

• Motivational hierarchy of the brand