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Topic 2: Developing Marketing Strategies and Plans

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UoC December 23, 2021


Topic 2 discusses about developing marketing strategies and plans. In today marketplace, people with different needs and wants, preferences, and buying criteria, the marketers must design and deliver offerings for well-defined target markets. Instead of emphasizing making and selling, companies now see themselves as part of a value delivery process. Most businesses are focused in delivering customer value at a profit. A company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value to increasingly well-informed buyers. This realization inspired a new view of business processes that places marketing at the beginning of planning.

Learning Outcomes

By the end of this Topic, you should be able to:

  • Describe how does marketing affect customer value.
  • Prepare the strategic planning at corporate level and business unit levels
  • understand the main components in marketing plan