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Developing a strategic marketing plan, preferably for the participants own organisation 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 organisation. Furthermore, the module explores the instrumental strategies such as product, price, place and promotion policy.
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.
Designed for professionals looking to enter or further develop their marketing career within the industry.
|Location||MODUL University Dubai Campus
4th Floor, ONE JLT, Jumeirah Lakes Towers
|Tuition Fees||AED 4,735 equivalent to USD 1,290
Exclusive discount, enrol before 31st July and pay only
|Certificate of Achievement||Issued by MODUL University Dubai
and the world's leading MODUL Tourism
College of the Vienna Chamber of Commerce
|Eligibility Criteria||Fluent in English language
Contact our advisors for a complete list of requirements
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.