SMP /Strategic Marketing Planning / Introduction

Strategic Marketing Planning. Subject code – SMP

is a part of the course “Marketing and commercialization in international environments” at IMBA

Content

Lesson 1. The basis of Marketing Strategy
Lesson 2. Marketing Planning Process in an international company.
Lesson 3. Vision, Mission and Values.
Lesson 4. Marketing Determinants Internal & External / SWOT.
Lesson 5. Marketing Objectives and Strategies.
Lesson 6. Marketing Mix.
Lesson 7. The process of design of the sales plan in a company.
Lesson 8. The measurement of the attractiveness of the different areas of entry.
Lesson 9. The country selection matrix.
Lesson 10. The process of entry.
Lesson 11. The logistics process.

Principles of Marketing

Required level:

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

International Marketing

Basic level (Undergraduate students)

Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ: Pearson.

Cateora, P. R. (2008). International Marketing 13E (Sie). Tata McGraw-Hill Education.

Additional Readings:

Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.

Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation. Cengage Learning EMEA.

Digital Marketing

Hemann, C., & Burbary, K. (2013). Digital Marketing Analytics. Making Sense of Consumer Data in a Digital World,” Que Publishing,.

Quiz