In part 1 students define a company's strategic window and conduct internal research by means of analysis. Part 2 starts with the external analysis and results into a final marketing strategy.
Part 1 (The Organization in a Competitive Environment)
Defining a company's strategic window and conducting internal research by means of analysis. For this purpose, desk research is mainly used. The analyses will lead to an evaluation of internal research in terms of strengths and weaknesses. The integral learning task (= IA) is executed by describing the company's strategic window, the internal analysis. The company chosen relates to the student's major.
The strategic window consists of:
* Market demarcation (Abell)
* Ambition formulation
Internal research consists of:
* Organization audit
* Marketing audit
* Financial audit
Part 2 (Marketing Strategy Analysis)
This block builds starts with the external analysis and the value judgement, after which the results of the SWOT analysis are interpreted. Subsequently, students draw up a confrontation matrix, formulate strategic options, make a choice based on this, and develop a final marketing strategy.
External research consists of:
* Customer analysis
* Industry analysis
* Competitor analysis
* Distribution analysis
In the second period you will discover which corporate strategies will enable you
to match market opportunities and entrepreneurial capacities.
|Kosten (indicatie)||Tussen de €450 en €1350|