Week two is dedicated to marketing strategies. Organizations first assess where they are currently, second where they want to be in the future. We develop a marketing program this week in three steps: planning, implementation, and evaluation. We not only identify the right direction for the organization but also design the actions identifying how to get there. The controllable factors, namely the 4Ps, play an important role in the planning phase.
It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes (LO) as indicated in your textbook for Chapter 2 and will cover the content for Week 2. You will be expected to achieve learning outcomes LO1 and LO2 (Lesson 1), LO3 up to market–product analysis (Lesson 2), LO3 the rest (Lesson 3) and LO5 and LO6 (Lesson 4) for this chapter. Additionally, please read Appendix A: Creating an Effective Marketing Plan from Chapter 2.