COMPANY & MARKETING STRATEGYExplain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.Describe the elements of a customer value-driven marketing strategy and mix and the forces that influence it.List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment.Discuss how to design business portfolios and develop growth strategies.Explain company - wide strategic planning and its four steps Strategic planningCompany mission statementDefining the company’s missionSetting objectives and goalsDesigning a business portfolioDeveloping functional plansMarket oriented, realistic, specificMotivating, consistent with market environmentPortfolio analysisBCG Growth-Share MatrixProduct market expansion gridStrategies for growth and downsizingPlanning MarketingPartnering to build customer relationshipsPartnering with other company departmentsPartnering with suppliers, distributors and customersValue delivery networkCustomer value-driven marketing strategyMarket segmentation and market segmentMarket targetingPositioning and differentiatingFour Ps of the marketing mixAnalysis, planning implementation and controlSWOT analysisContents of a marketing planAnalysis, planning and implementationOperating and strategic marketing controlMarketing department organizationMarketing return on investment
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