1 Intro to Positioning

A0 ( دبلومة مدير التسويق المحترف )

Introduction to 5 Steps "Marketing Planning Process" #12Lectures (1 hr 50')

Material
1 Marketing Management = Marketing Planning+5 (10:53)
2 Marketing Definition & 4Ps- The Right Product (9:48)
2 Marketing Definition & 4Ps- in The Right Place (5:55)
3 Marketing Definition & 4Ps- at The right Time (5:53)
4 Case Studies; Q&A P1 (9:43)
5 Case Studies; Q&A P2 (10:31)
6 Case Studies; Q&A P3 (8:40)
7 Marketing Planning - Step1: MIS (= What + How) (9:51)
8 Marketing Planning - Step 2: Strategic Marketing (STP) P1 (8:46)
9 Marketing Planning - Step 2: Strategic Marketing (STP) P2 (11:33)
10 Marketing Planning - Step 2: Strategic Marketing (STP) P3 (7:19)
11 Marketing Planning - Step3: Marketing Mix= Tactical Marketing = "4Ps/7Ps" = SIVA (9:41)
Workshop: Marketing Planning Process
Chapter Exam

Step1: Marketing Information System (MIS) #35Lectures (3+6+12+12+2)(4.5 hrs)

Material
1 MIS Components: 1- Marketing Environments + 2- Marketing Analysis (7:41)
2 1a- Internal Marketing Environment (6Ms / 4Ps) (12:48)
3 1b- External Marketing Environment (3Cs / PESTEL) (3:15)

Step1: MIS / 1a- Internal Environment (6Ms Analysis) #6Lectures

4 Manpower (9:06)
5 Machines (9:34)
6 Materials (8:16)
7 Monatory (5:47)
8 Minutes (2:00)
9 Methodology (4:44)

Step1: MIS / 1b- External "MICRO = Intimate" Environments (3Cs Analysis) #12Lectures

10 Intro. to External Micro Environments (6:59)
11 C1: Customer Analysis: Need, Motive (13:05)
12 Customer Analysis: Perceptions (4:41)
13 Customer Analysis: Lifestyle (AIO) (10:54)
14 C2: Competitors Analysis-P1 (7:56)
15 Competitors Analysis-P2 (11:24)
16 Competitors Analysis P3 / Types of Competitors (9:09)
17 Competitors Analysis P4 / Porter Competitive 5 Forces (5:59)
18 Competitors Analysis P5 / Alliance between Competitors (5:19)
19 Competitors Analysis P6 / Competitors Analysis Forms (4:21)
20 Competitors Analysis P7 / Positioning according to Competitors (2:59)
21 C3: Collaborators (9:49)

Step1: MIS / 1c- External MACRO Environment (PESTEL Analysis) #12Lectures

22 Political Factors - P1 (11:18)
23 Political Factors - P2 (7:34)
24 Economic Factors (11:25)
25 Socio-Cultural Factors P1 (12:07)
26 Socio-Cultural Factors' P2 / Statistics (13:30)
27 Socio-Cultural Factors P3 / Hofstede's 6 Indicators (12:31)
28 Socio-Cultural Factors P4 / Hofstede's 6 Indicators (8:05)
29 Technological Factors (9:39)
30 Ecological Factors P1 (3:41)
31 Ecological Factors P2 (6:18)
32 Legislations P1 (9:22)
33 Legislations P2 (6:07)
Workshop: MIS - SWOT Analysis
Case Study: 2 SWOT Examples (A. - E.)
Chapter Exam

Step1: MIS / 2-Marketing Analysis: Methods of Gathering Data #2Lectures

34 2a- Marketing Intelligence (15:34)
35 2b- Marketing Research (2:48)
Template 4U: Marketing Research Plan
Chapter Exam

Step 2: Strategic Marketing (STP) #50Lectures (5+24+11+10)(7 hrs 20')

Material
1 Intro. Segmentation Philosophy (7:26)
2 a- Four Levels of Segmentation P1 (12:59)
3 a- Four Levels of Segmentation P2 (11:43)
4 a- Four Levels of Segmentation P3 / Micro Marketing (9:38)
5 a- Four Levels of Segmentation P4 / Micro Marketing (10:36)

Step2: Strategic Marketing / A- Segmentation #24Lectures

6 b- Methods of Segmentation P1 (8:07)
7 b- Methods of Segmentation P2 (7:55)
8 b1- Geographic acc. to Region (8:32)
9 b1- Geographic acc. to Climate (7:19)
10 b1- Geographic acc. to Population (5:10)
11 b2- Demographic acc. to Age P1 (4:43)
12 b2- Demographic acc. to Age P2 (5:50)
13 b2- Demographic acc. to Sex (10:14)
14 b2- Demographic acc. to Ethnic (10:05)
15 b2- Demographic acc. to Relegion (5:02)
16 b2- Demographic acc. to Life Cycle / Social Class (Education - Occupation - Income) (10:31)
17 b2- Demographic acc. to Life Cycle / Marital Status (11:55)
18 b2- Demographic acc. to Life Cycle / Family Size (9:02)
19 b2- Demographic Segmentation Summary (3:41)
20 b3- Psychographic Segmentation acc. to Value (Marketing 3) (7:12)
21 b3- Psychographic Segmentation acc. to Attitude (6:43)
22 b3- Psychographic Segmentation acc. to Life Style / Intro. (7:14)
23 b3- Psychographic Segmentation acc. to Life Style / Popcorn Report P1 (19:03)
24 b3- Psychographic Segmentation acc. to Life Style / Popcorn Report P2 (3:52)
25 b3- Psychographic Segmentation acc. to Life Style / AIO P1 (13:27)
26 b3- Psychographic Segmentation acc. to Life Style /AIO P2 (7:56)
26 b3- Psychographic Segmentation acc. to Life Style / Socio-Economic (7:57)
27 b4- Behavioral Segmentation acc. to Status (12:48)
28 b4- Behavioral Segmentation acc. to Frequency (7:33)
29 b4- Behavioral Segmentation acc. to Occasion (9:58)
Chapter Exam

Step2: Strategic Marketing / B- Targeting #11Lectures

Material
1 a- Market Coverage Strategies / General (4) (8:10)
2 b- Market Coverage Strategies / Company (4) P1 (8:30)
3 b- Market Coverage Strategies / Company (4) P2 (6:56)
4 c- b- Market Coverage Strategies / Product (3) P1 (7:46)
5 c- Market Coverage Strategies / Product (3) P2 (9:08)
6 c- Market Coverage Strategies / Product (3) P3 (7:45)
7 d- Evaluating Segment Attractiveness / 2Cs (8:21)
8 d- Evaluating Segment Attractiveness / PESTEL (10:20)
9 d- Evaluating Segment Attractiveness / Market Analysis (5) (8:53)
10 d- E valuating Segment Attractiveness / MASADD P1 (10:28)
11 d- E valuating Segment Attractiveness / MASADD P2 (11:17)
Chapter Exam

Step2: Strategic Marketing / C- Positioning Steps #10Lectures

Material
1 Intro to Positioning (10:02)
2 a- USP P1 (8:30)
3 a- USP P2 (9:22)
4 a- USP P3 (3:16)
5 b- Positioning Statement (3Us) P1 (9:23)
6 c- Broad Positioning P1 (Porter Generic Matrix = Generic Matrix = Values Disciplines) (9:37)
7 c- Broad Positioning P2 (4:06)
8 d- Specific Positioning P1 (9:55)
9 d- Specific Positioning P2 (6:56)
10 e- Value Positioning (10:26)
Workshop: Strategic Marketing
Chapter Exam

Step3: Tactical Marketing / 1- Product = Solution #19Lectures (3hrs)

Material
1 4Ps for Goods / 7Ps for Services (5:18)
2 Four Types of Goods (11:07)
3 Four Characteristics of Service (5:27)
4 Four Product Dimensions (WLD-C) (8:56)
5 Product Development Process (9:32)
6 Three Product Levels (13:19)
7 Product Life Cycle (PLC) (14:18)
8 Strategic Brand Management: Objective - Profit - Product (9:56)
9 Strategic Brand Management: Price (11:24)
10 Strategic Brand Management: Place (7:14)
11 Strategic Brand Management: Sales Promotion (8:56)
12 Strategic Brand Management: Ad. (9:21)
13 Maturity Strategy = Grand Strategy = Ansoff's Matrix = Product-Market Matrix P1 (7:46)
14 Ansoff's Matrix P2 (13:37)
15 Ansoff's Case Studies (5:45)
16 Decline Strategy = Brand Alternatives = Name-Category Matrix P1 (9:58)
17 Brand Alternatives P2 (7:28)
18 Brand Alternatives' Case Studies P1 (13:07)
19 Brand Alternatives' Case Studies P2 (7:22)
Chapter Exam

Step3: Tactical Marketing / 2- Price = Value #18Lectures (3 hrs))

Material
1 Importance of Pricing (10:35)
2 Price and Market Share (7:32)
3 Supply & Demand Law (7:18)
4 Fair Trade Market (8:22)
5 Pricing & Marketing Objective (7:25)
6 Factors Affecting Pricing (12:10)
7 Cost Based Pricing (CBP) (10:36)
8 Breakeven Based Pricing (6:48)
9 Competitive versus Value Based Pricing P1 (10:02)
10 Competitive versus Value Based Pricing P2 (7:58)
11 Competitive versus Value Based Pricing P3 (11:02)
12 Competitive versus Value Based Pricing P4 (12:00)
13 Competitive versus Value Based Pricing P5 (13:09)
14 Optional - Line Pricing (10:26)
15 Bundling - Geographical Pricing (9:03)
16 Over-Pricing (Skimming - Psychological) (3:53)
17 Cases to price under Price Floor!! (11:54)
18 Price Adjustment Strategies (14:54)
Chapter Exam

Step3: Tactical Marketing / 3- Place = Accessibility (COD) #12Lectures (1.5 hrs)

Material
1 Place = Case Study: COD for Bakery (6:48)
2 COD P2 (5:52)
3 Three Consumer Market Channels (7:52)
4 Market Space - Online Distribution & Omni Channel (7:18)
5 Case Study (7:26)
6 Retailers Types P1 (7:47)
7 Retailers Types P2: based on Amount of Service (3:17)
8 Retailers Types P3: based on Line Assortment & Price (9:20)
9 Place Strategy: Funnel or Magnet / Free Standing or POD (8:57)
10 Shopping Center Types (5:47)
11 Local Store Marketing (13:05)
12 Trade Area Analysis in Retail (7:18)
Chapter Exam

Step3: Tactical Marketing / 4- Promotion = Communication (IMC) #32Lectures (4+15+13)(4Hrs 20')

Material
1 Intro: IMC & Iceberg (10:18)
2 Importance of IMC (4:04)
3 Promotion Objectives P1 (8:20)
4 Promotion Objectives P2 (6:35)

Step3: Tactical Marketing / 4- Promotion / A- IMC (7 MarCom) #19Lectures

5 Promotional Mix (11:49)
6 1-Advertizing: ATL + BTL (8:26)
7 1-Advertizing: TTL (11:09)
8 1-Advertizing: Digital Marketing (SMS) P1 (5:24)
9 1-Advertizing: TV Ad. History in Arab World P2 (10:26)
8 1-Advertizing: Digital Marketing (SMS) P3 (5:09)
11 2- Sales Promotion (6 Types) (14:12)
12 3- Public Relationship P1: (PENCILS) (8:10)
13 3- Public Relationship P2: Publication, Event, News, Identity & Lobbying (12:28)
14 3- Public Relationship P3: CSR versus CIA (9:35)
15 4- Direct Marketing versus 5- Personal Selling (8:21)
16 6- Alliances P1 (8:49)
17 6- Alliances P2: Co-Branding (9:03)
18 17 6- Alliances P3: Co-Branding + 7- Loyalty Programs (8:15)
Template 4U: IMC Summary