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Marketing Strategy and Competitive Analysis

by The SCAN Foundation and The Health Foundation for Western and Central New York
1.00 Hrs
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The overriding goal of this course in marketing is to provide a solid foundation for strategic marketing thinking. It covers the key elements of the market situation analysis (customer analysis, company analysis, and competitor analysis) as well as the three steps necessary to develop an effective strategy (segmentation, targeting, and positioning). This course also introduces some key conceptual frameworks for the development of strong brands.

After completing this course participants will be able to:

  • Conduce a marketing situation analysis
  • Segment the market and select a target segment
  • Develop a unique value proposition
  • Recognize the elements and tools used in creating strong brands