The following course in Strategic Planning of Marketing is provided in its entirety by Atlantic International University's "Open Access Initiative " which strives to make knowledge and education readily available to those seeking advancement regardless of their socio-economic situation, location or other previously limiting factors. The University's Open Courses are free and do not require any purchase or registration, they are open to the public.

The course in Strategic Planning of Marketing contains the following:

• Lessons in video format with explaination of theoratical content.
• Complementary activities that will make research more about the topic , as well as put into practice what you studied in the lesson. These activities are not part of their final evaluation.
• Texts supporting explained in the video.
• Evaluation questionnaire, that will grant access to the next lesson after approval.
• Final exam for overall evaluation of the course.

The Administrative Staff may be part of a degree program paying up to three college credits. The lessons of the course can be taken on line Through distance learning. The content and access are open to the public according to the "Open Access" and " Open Access " Atlantic International University initiative. Participants who wish to receive credit and / or term certificate , must register as students.

Lesson 1: STRATEGIC PLANNING OF MARKETING

“Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy”. Wikipedia
“Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service”. Wikipedia

Strategic Planning of Marketing is an organization’s process or direction and making decision of communicating the value of the product or service to clients, with the purpose to selling that product or service.

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Lesson 2: MARKETING NOWADAYS

The new young society demands new products, with the rapid technology progress; internet is not the future, internet is the present. The global communication depends of the growing internet, now company’s moves and operates the complete business with the information international access, also resulted in fundamental shifts at the level of marketing decisions and implementations.

The most important in when we apply the online marketing nowadays to communicate with our consumers and create a maintain an online business

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Lesson 3: SATISFACTION AND VALUE CREATION

The focusing on satisfaction, as revealed through consumer ownership experiences with technological products. The study seeks to serve a challenging role in this advanced research area by stepping back from the historically dominant comparison standards paradigm to question, strengthen, and, in certain ways, redirect satisfaction research along emergent lines.

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Lesson 4: STRATEGIC PLANNING

Marketing Management in Strategic Planning use practical techniques and the management for all market activities. International business contributes an interesting marketing techniques, cultures, religions, designees, economics averages, and social backgrounds.

Marketing manager has the ability to influencing the timing, and the manager understanding the demand of the customers, combination with targeting decision, the marketing manager can identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind.

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Lesson 5: Forecasting and demand measurement

Demand can be measured for six different levels of product ( product line , product form , product line , company sales , industry sales , domestic sales ), five different space levels (customer, territory , region, country world ) , and three different levels of time ( short, medium and long range) .

Each type of measurement application fills a specific purpose. Thus, a company could make a short-range forecast of total demand for particular product line to provide a basis on which to sort the raw materials, production planning and scheduling short-term financing. Or you could prepare a long range forecast regional demand for its main product line, in order to have a basis for considering market expansion.

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Lesson 6: ANALYSIS OF COMPETITION

The analysis of competition is determinate by the analysis of strategies, advantages, strengths, weaknesses and other characteristics of current and potential competitors, so that based on that analysis, make decisions and design strategies to compete in the best possible way with them

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Lesson 7: Competitive intelligent system

Counterfeiter: The counterfeiter duplicates the leader’s product and package and sells it on the black market or through disreputable dealers. Music record firms, Apple Computer, and Rolex have been plagued with the counterfeiter problem, especially in Asia.

Cloner: The cloner emulates the leader’s products, name, and packaging, with slight variation. For example, Ralcorp Holding Inc. sells imitations of name-brand cereals in look-alike boxes. Its Tasteeos, Fruit rings, and corn Flakes sell for nearly $1 a box less than the leading name brands.

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Lesson 8: Process Monitoring and Measurement

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow reaching them. Target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The marketing mix variables of product, place (distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace.

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Lesson 9: Differentiation

Differentiation is the act of designing a set of important differences that differentiate the company offer its competitors.

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Lesson 10: Positioning

If the company has the exactly positioning, the company has to transmit the positioning effectively through all aspects of the marketing to the customers.

The term “strategic communications” has become popular over the last two decades. It means infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation

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