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Strategic Marketing Planning

X411.3 (2 semester units in Business Administration)

Learn how to develop and write a comprehensive marketing plan. Examine how marketing plans change with the life cycle or market conditions of a product or service. You develop a model marketing plan that includes an analysis of competition, pricing, promotion, distribution, and building the value proposition. Special emphasis is placed on adopting and maintaining a customer orientation when creating marketing plans.

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WOODY ALEXANDER, M.B.A., has administered sales, marketing, distribution, and management responsibilities on regional, national, and international levels. He has expertise in developing sales and marketing management plans; recruiting, hiring, training, and directing employees; sales forecasting; budgeting, accounting, and financial/compensation planning; order development; and implementing systems and procedures.

• Online course: Internet access required
• Enroll anytime: You have 6 months to complete
• $715 (EDP 897454)

Proctored final exam

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Textbook(s) for this course:
Strategic Market Management
Author: David A. Aaker
Publisher: Wiley
Edition: 8th
Publication Year: 2007
ISBN: 0470056231

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Mon. Sept. 14, San Francisco

STEPHAN SORGER, M.S., M.B.A., is a marketing executive for Oracle Corporation who works in branding, marketing strategy, and product positioning. He has 15 years of experience in building brands for both products and services. He has more than 10 years of teaching experience.

• 10 meetings
• Sept. 14 to Nov. 16: Mon., 6:30-9:30 pm
• San Francisco: Room 803, UC Berkeley Extension Downtown Center, 425 Market St., 8th Floor (enter on Fremont St.)
• $675 (EDP 311035)

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