General information

This programme is available in the Summer Semester.

Part 1 - Strategic Marketing Planning I

Internal analysis
Defining a company’s strategic window and conducting internal research by means of analysis. For this purpose, desk research is mainly used. The analyses will lead to an evaluation of internal research in terms of strengths and weaknesses. The integral learning task (= IA) is executed by describing the company’s strategic window, the internal analysis. The company chosen relates to the student’s major. The IA is supported by the subjects of HRM/CMS, BCE, Finance & Accounting, English, and Marketing.

 The strategic window consists of:

• Mission
• Vision
• Market demarcation (Abell), to prepare for the external analysis of part 2
• Ambition formulation

 Internal research consists of:

• Organisation audit
• Marketing audit
• Financial audit

This part builds on part 1. Part 2 starts with the external analysis and the value judgement, after which the results of the SWOT analysis are interpreted. Subsequently, students draw up a confrontation matrix, formulate strategic options, make a choice based on this, and develop a final marketing strategy. The effects and consequences for the organization are defined, and a start is made with a planning for execution, control and adjustment.

External research consists of:

• Customer analysis
• Industry analysis
• Competitor analysis
• Distribution analysis