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  • Berkeley Global

Strategic Marketing Planning

BUS ADM X411.3

40200
Delivery Options Online

Learn best practices in developing and writing a comprehensive marketing plan. Examine how marketing plans change with the life cycle or market conditions of a product or service. Develop a model marketing plan that includes an analysis of competition, pricing, promotion, distribution and the value proposition. Special emphasis is placed on adopting and maintaining a customer focus when creating marketing plans.

Course Outline

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Course Objectives

  • Learn how to create a strategic marketing plan
  • Study cases of leading firms to focus on key aspects of marketing planning
  • Practice developing marketing plans through group projects and exercises

 
What You Learn
Defining the marketing competitive set

  • Customer analysis
  • Market potential and sales forecasting
  • Product strategy
  • Integrated marketing communications
  • Financial performance
  • Monitors and controls
  • Contingency plans


How You Learn

  • Lectures
  • Group projects
  • Case analyses


Is This Course Right for Me?
This class is designed for those who are considering a career in marketing, sales, advertising or related areas, and for those who are already employed in the marketing area but want further marketing knowledge to enhance their career opportunities.

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Sections

Section 020

Start Anytime Online

Course Fee(s)

Course Fee credit (2 units)

$995.00


Type Online, Start Anytime

Enroll anytime and progress through the curriculum at your own pace.

Dates
Start Now, you have 180 days to complete this course once enrolled.

Delivery Options

Online

Available for Credit

2 semester units

Instructors

  • Woody Alexander

Section Notes

Online, enroll anytime. This continuous enrollment course begins when you enroll. (Learn more.) You have a minimum of 90 days and a maximum of 180 days to complete the course. This section requires a proctored final exam. Students must score a 70% or higher on the final exam to pass the course.

Section Materials

  • Textbook (Mandatory) Strategic Market Management by David A. Aaker © 2014 Wiley 10th edition ISBN 1118582861 Textbook ISBN: 9781118582862

This course applies to the following programs:

Certificate Program in Marketing

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Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231

Prerequisites

Marketing Management BUS ADM X460.1 or equivalent, or consent of instructor

UC Berkeley Extension UC Berkeley Extension Footer Logo

1995 University Ave., Suite 200

Berkeley, CA 94704-7000

extension@berkeley.edu

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Course Fee

Online

Woody Alexander

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 and compensation planning; order development; and implementing systems and procedures.
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