Study Guide

Objective

With this course you will become familiar with the different stages of marketing planning. You are also will be able to create a marketing plan for a service, product or event.

After completing this course you understand and are able to utilize:
- The role of marketing planning in the company's planning process.
- General principles of the marketing planning process.
- Basic knowledge and skills related to the preparation of a marketing plan.
- The link between basic marketing tools and the design of practical marketing measures.

Content

The course consists of lectures and exercises. The content focuses on marketing planning as a strategic part of the planning and implementation of (business) functions, as well as operational planning of practical marketing measures. The lectures of the course comprehensively cover theoretical, methodological and technical topics related to marketing planning. In addition, the practical implementations of marketing are introduced with the help of examples and case studies.

During the course, an extensive marketing plan is prepared as a small group work for a real company or other organization. The completed marketing plans will be presented to the other participants at the end of the course. In addition to this, participants produce personal learning diaries.

The evaluation of the course focuses on the marketing plan and the personal learning diary. If necessary, the course can also be accompanied by an exam.

It is possible to complete the course with the AHOT procedure by doing a separate AHOT assignment or task. The AHOT procedure requires several years of previous work experience in responsible and wide-ranging marketing positions.