Introduction to 5 Steps "Marketing Planning Process" #12Lectures (1 hr 50')
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Material
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1 Marketing Management = Marketing Planning+5 (10:53)
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2 Marketing Definition & 4Ps- The Right Product (9:48)
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2 Marketing Definition & 4Ps- in The Right Place (5:55)
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3 Marketing Definition & 4Ps- at The right Time (5:53)
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4 Case Studies; Q&A P1 (9:43)
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5 Case Studies; Q&A P2 (10:31)
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6 Case Studies; Q&A P3 (8:40)
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7 Marketing Planning - Step1: MIS (= What + How) (9:51)
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8 Marketing Planning - Step 2: Strategic Marketing (STP) P1 (8:46)
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9 Marketing Planning - Step 2: Strategic Marketing (STP) P2 (11:33)
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10 Marketing Planning - Step 2: Strategic Marketing (STP) P3 (7:19)
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11 Marketing Planning - Step3: Marketing Mix= Tactical Marketing = "4Ps/7Ps" = SIVA (9:41)
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Workshop: Marketing Planning Process
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Chapter Exam
Step1: Marketing Information System (MIS) #35Lectures (3+6+12+12+2)(4.5 hrs)
Step1: MIS / 1a- Internal Environment (6Ms Analysis) #6Lectures
Step1: MIS / 1b- External "MICRO = Intimate" Environments (3Cs Analysis) #12Lectures
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10 Intro. to External Micro Environments (6:59)
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11 C1: Customer Analysis: Need, Motive (13:05)
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12 Customer Analysis: Perceptions (4:41)
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13 Customer Analysis: Lifestyle (AIO) (10:54)
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14 C2: Competitors Analysis-P1 (7:56)
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15 Competitors Analysis-P2 (11:24)
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16 Competitors Analysis P3 / Types of Competitors (9:09)
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17 Competitors Analysis P4 / Porter Competitive 5 Forces (5:59)
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18 Competitors Analysis P5 / Alliance between Competitors (5:19)
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19 Competitors Analysis P6 / Competitors Analysis Forms (4:21)
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20 Competitors Analysis P7 / Positioning according to Competitors (2:59)
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21 C3: Collaborators (9:49)
Step1: MIS / 1c- External MACRO Environment (PESTEL Analysis) #12Lectures
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22 Political Factors - P1 (11:18)
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23 Political Factors - P2 (7:34)
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24 Economic Factors (11:25)
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25 Socio-Cultural Factors P1 (12:07)
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26 Socio-Cultural Factors' P2 / Statistics (13:30)
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27 Socio-Cultural Factors P3 / Hofstede's 6 Indicators (12:31)
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28 Socio-Cultural Factors P4 / Hofstede's 6 Indicators (8:05)
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29 Technological Factors (9:39)
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30 Ecological Factors P1 (3:41)
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31 Ecological Factors P2 (6:18)
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32 Legislations P1 (9:22)
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33 Legislations P2 (6:07)
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Workshop: MIS - SWOT Analysis
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Case Study: 2 SWOT Examples (A. - E.)
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Chapter Exam
Step1: MIS / 2-Marketing Analysis: Methods of Gathering Data #2Lectures
Step 2: Strategic Marketing (STP) #50Lectures (5+24+11+10)(7 hrs 20')
Step2: Strategic Marketing / A- Segmentation #24Lectures
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6 b- Methods of Segmentation P1 (8:07)
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7 b- Methods of Segmentation P2 (7:55)
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8 b1- Geographic acc. to Region (8:32)
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9 b1- Geographic acc. to Climate (7:19)
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10 b1- Geographic acc. to Population (5:10)
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11 b2- Demographic acc. to Age P1 (4:43)
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12 b2- Demographic acc. to Age P2 (5:50)
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13 b2- Demographic acc. to Sex (10:14)
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14 b2- Demographic acc. to Ethnic (10:05)
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15 b2- Demographic acc. to Relegion (5:02)
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16 b2- Demographic acc. to Life Cycle / Social Class (Education - Occupation - Income) (10:31)
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17 b2- Demographic acc. to Life Cycle / Marital Status (11:55)
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18 b2- Demographic acc. to Life Cycle / Family Size (9:02)
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19 b2- Demographic Segmentation Summary (3:41)
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20 b3- Psychographic Segmentation acc. to Value (Marketing 3) (7:12)
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21 b3- Psychographic Segmentation acc. to Attitude (6:43)
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22 b3- Psychographic Segmentation acc. to Life Style / Intro. (7:14)
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23 b3- Psychographic Segmentation acc. to Life Style / Popcorn Report P1 (19:03)
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24 b3- Psychographic Segmentation acc. to Life Style / Popcorn Report P2 (3:52)
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25 b3- Psychographic Segmentation acc. to Life Style / AIO P1 (13:27)
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26 b3- Psychographic Segmentation acc. to Life Style /AIO P2 (7:56)
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26 b3- Psychographic Segmentation acc. to Life Style / Socio-Economic (7:57)
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27 b4- Behavioral Segmentation acc. to Status (12:48)
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28 b4- Behavioral Segmentation acc. to Frequency (7:33)
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29 b4- Behavioral Segmentation acc. to Occasion (9:58)
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Chapter Exam
Step2: Strategic Marketing / B- Targeting #11Lectures
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Material
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1 a- Market Coverage Strategies / General (4) (8:10)
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2 b- Market Coverage Strategies / Company (4) P1 (8:30)
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3 b- Market Coverage Strategies / Company (4) P2 (6:56)
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4 c- b- Market Coverage Strategies / Product (3) P1 (7:46)
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5 c- Market Coverage Strategies / Product (3) P2 (9:08)
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6 c- Market Coverage Strategies / Product (3) P3 (7:45)
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7 d- Evaluating Segment Attractiveness / 2Cs (8:21)
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8 d- Evaluating Segment Attractiveness / PESTEL (10:20)
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9 d- Evaluating Segment Attractiveness / Market Analysis (5) (8:53)
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10 d- E valuating Segment Attractiveness / MASADD P1 (10:28)
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11 d- E valuating Segment Attractiveness / MASADD P2 (11:17)
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Chapter Exam
Step2: Strategic Marketing / C- Positioning Steps #10Lectures
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Material
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1 Intro to Positioning (10:02)
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2 a- USP P1 (8:30)
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3 a- USP P2 (9:22)
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4 a- USP P3 (3:16)
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5 b- Positioning Statement (3Us) P1 (9:23)
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6 c- Broad Positioning P1 (Porter Generic Matrix = Generic Matrix = Values Disciplines) (9:37)
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7 c- Broad Positioning P2 (4:06)
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8 d- Specific Positioning P1 (9:55)
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9 d- Specific Positioning P2 (6:56)
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10 e- Value Positioning (10:26)
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Workshop: Strategic Marketing
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Chapter Exam
Step3: Tactical Marketing / 1- Product = Solution #19Lectures (3hrs)
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Material
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1 4Ps for Goods / 7Ps for Services (5:18)
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2 Four Types of Goods (11:07)
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3 Four Characteristics of Service (5:27)
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4 Four Product Dimensions (WLD-C) (8:56)
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5 Product Development Process (9:32)
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6 Three Product Levels (13:19)
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7 Product Life Cycle (PLC) (14:18)
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8 Strategic Brand Management: Objective - Profit - Product (9:56)
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9 Strategic Brand Management: Price (11:24)
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10 Strategic Brand Management: Place (7:14)
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11 Strategic Brand Management: Sales Promotion (8:56)
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12 Strategic Brand Management: Ad. (9:21)
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13 Maturity Strategy = Grand Strategy = Ansoff's Matrix = Product-Market Matrix P1 (7:46)
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14 Ansoff's Matrix P2 (13:37)
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15 Ansoff's Case Studies (5:45)
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16 Decline Strategy = Brand Alternatives = Name-Category Matrix P1 (9:58)
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17 Brand Alternatives P2 (7:28)
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18 Brand Alternatives' Case Studies P1 (13:07)
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19 Brand Alternatives' Case Studies P2 (7:22)
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Chapter Exam
Step3: Tactical Marketing / 2- Price = Value #18Lectures (3 hrs))
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Material
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1 Importance of Pricing (10:35)
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2 Price and Market Share (7:32)
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3 Supply & Demand Law (7:18)
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4 Fair Trade Market (8:22)
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5 Pricing & Marketing Objective (7:25)
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6 Factors Affecting Pricing (12:10)
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7 Cost Based Pricing (CBP) (10:36)
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8 Breakeven Based Pricing (6:48)
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9 Competitive versus Value Based Pricing P1 (10:02)
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10 Competitive versus Value Based Pricing P2 (7:58)
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11 Competitive versus Value Based Pricing P3 (11:02)
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12 Competitive versus Value Based Pricing P4 (12:00)
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13 Competitive versus Value Based Pricing P5 (13:09)
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14 Optional - Line Pricing (10:26)
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15 Bundling - Geographical Pricing (9:03)
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16 Over-Pricing (Skimming - Psychological) (3:53)
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17 Cases to price under Price Floor!! (11:54)
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18 Price Adjustment Strategies (14:54)
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Chapter Exam
Step3: Tactical Marketing / 3- Place = Accessibility (COD) #12Lectures (1.5 hrs)
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Material
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1 Place = Case Study: COD for Bakery (6:48)
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2 COD P2 (5:52)
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3 Three Consumer Market Channels (7:52)
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4 Market Space - Online Distribution & Omni Channel (7:18)
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5 Case Study (7:26)
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6 Retailers Types P1 (7:47)
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7 Retailers Types P2: based on Amount of Service (3:17)
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8 Retailers Types P3: based on Line Assortment & Price (9:20)
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9 Place Strategy: Funnel or Magnet / Free Standing or POD (8:57)
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10 Shopping Center Types (5:47)
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11 Local Store Marketing (13:05)
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12 Trade Area Analysis in Retail (7:18)
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Chapter Exam
Step3: Tactical Marketing / 4- Promotion = Communication (IMC) #32Lectures (4+15+13)(4Hrs 20')
Step3: Tactical Marketing / 4- Promotion / A- IMC (7 MarCom) #19Lectures
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5 Promotional Mix (11:49)
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6 1-Advertizing: ATL + BTL (8:26)
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7 1-Advertizing: TTL (11:09)
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8 1-Advertizing: Digital Marketing (SMS) P1 (5:24)
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9 1-Advertizing: TV Ad. History in Arab World P2 (10:26)
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8 1-Advertizing: Digital Marketing (SMS) P3 (5:09)
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11 2- Sales Promotion (6 Types) (14:12)
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12 3- Public Relationship P1: (PENCILS) (8:10)
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13 3- Public Relationship P2: Publication, Event, News, Identity & Lobbying (12:28)
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14 3- Public Relationship P3: CSR versus CIA (9:35)
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15 4- Direct Marketing versus 5- Personal Selling (8:21)
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16 6- Alliances P1 (8:49)
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17 6- Alliances P2: Co-Branding (9:03)
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18 17 6- Alliances P3: Co-Branding + 7- Loyalty Programs (8:15)
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Template 4U: IMC Summary
Step3: Tactical Marketing / 4- Promotion / B- Promotional Plan (7Ms) #13Lectures
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20 IMC: Promotional Planning (7Ms) (3:29)
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21 1-Market P1 (9:25)
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22 1-Market P2 (12:38)
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23 2-Mission (5:52)
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24 3-Message (9:20)
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25 3-Message: GBS P1 (9:13)
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26 3-Message: GBS P2 (9:26)
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27 4-Monetary (5:35)
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28 5-Media (13:31)
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29 5a-TV: Ipsos Report & "Media" Planning (5:00)
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30 5b-Radio: Rate Card 90.90 (4:23)
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31 6-Minutes (2:18)
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32 7-Measurement (CPM/CPC/CTH/CPR/CPP ++) (12:40)
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Supportive Material: Marketing Budget Template
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Workshop: Tactical Marketing
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Chapter Exam
Step 4: Implementation (Action Plan)(27m)
Step 5: Cybernetic (Follow Up / Reporting) (10m)
Marketing Plan Components #2Lectures (15 min.)
PMS Course Summary: MMM (Marketing Mind Map) #22lectures (5hrs)
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1 مقدمة (6:14)
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2 Marketing Management & Marketing Planning (6:07)
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3 تطور تخطيط التسويق (11:01)
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4 تحليل بيئات التسويق (10:50)
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5 تابع تحليل بيئات التسويق.mp4 (15:09)
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6 تابع تحليل بيئات التسويق (10:30)
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7 تحليل التسويق (12:59)
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8 مستويات التجزئة (7:13)
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9 طرق تجزئة الأسواق (8:40)
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10 تابع التجزئة السكانية (9:08)
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11 تابع - التجزئة حسب نمط الحياه (5:53)
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12 تابع - تقرير بوب كورن (6:59)
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13 التجزئة السلوكية (6:32)
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14 استراتيجيات تغطية السوق (12:55)
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15 تقييم جاذبية الشرائح (14:06)
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16 تثبيت الصوري الذهنية (8:36)
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17 تابع تثبيت الصورة الذهنية (12:39)
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18 التسويق التكتيكي - المنتج (8:08)
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19 تابع المنتج (9:57)
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20 التسعير (10:01)
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21 قنوات التوزيع (6:38)
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22 الترويج (17:20)
Supportive Material
Exam & Certificates
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