Course Details

Developing a strategic marketing plan, preferably for the participants own organization includes a situation analysis, setting of objectives as well as developing strategies to achieve those objectives. As such the module includes the task of developing a positioning statement as well as the planning for execution. In this module, participants will learn about segmenting, targeting and positioning (STP-marketing) a brand or organization. Furthermore, the module explores the instrumental strategies such as product, price, place and promotion policy.

Amit Arora - ICHM 1997

General Manager, Al Wadi Desert Resort, The Ritz-Carlton Hotel

Course Highlights

Segmenting and Targeting
This first part of the module deals with the tasks of segmenting markets and selecting the relevant ones for further attention. Thereby the various approaches to segmenting markets (consumer, organizations, competitors) as well as methods are going to be explored.

Positioning is defined as the “Battle for the customers’ mindset”. Throughout the workshop trainees will review a number of examples that firms position their services and products with references to the UAE market.

Strategic Marketing Plan
The theoretical framework on strategic marketing is accompanied by a strategic marketing planning process in the form of case study teaching. The course covers a practical step by step process on developing a marketing plan through a number of platforms and tools.


Certificate of Achievement

Issued by MODUL University Dubai and the world's leading MODUL Tourism College of the Vienna Chamber of Commerce

Tuition Fees

AED 4,735*

Enrol before 15 Oct. 2017
Pay only AED 500 to book your spot

The remaining amount can be paid before the classes commence.
*T&C Apply / *all fees are exclusive of value added tax (VAT).

Eligibility Criteria

Fluent in English language
Contact our advisors for a complete list of requirements

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About MODUL University Dubai

Established in Vienna in 1908, the MODUL brand has over 100 years of legacy in hospitality and tourism education. MODUL University Dubai is the only Austrian university in the Middle East offering 360-degree education with tourism and hospitality as its core offering, at its state-of-the-art campus located in ONE JLT, Dubai.

MODUL University Dubai offers higher education degrees in business, tourism, hospitality, sustainability, public governance and new media technologies as well as foundation and professional vocational training courses.