Strategic Planning Lesson 3
DOWNLOAD LESSON 3 This session we discussed about decision making process aka "path to purchase". We analysed the different phases that make the path to purchase from the moment people realise they need / want a product or service up to the moment they actually buy it, use it and form an opinion about their experience. Few take out points: - Decision making process – path to purchase: it is fundamental to understand how people take decision in order to develop the best IMC pl
Strategic Planning Lesson 2
DOWNLAD PDF LESSON 2 We discussed about Marketing process and we have spent some time talking about segmentation. Segmentation is about dividing the market into segments; people who belong to each segment have similar characteristics and tend to respond in similar ways to marketing activities. Segmenting the market allows brands to better serve their customers as well as define new business opportunities. It's a long and complicated process that starts with and in-depth knowl
Chula lessons
DOWNLOAD SLIDES LESSON 1 A brief intro in the strategic planning class. We discussed and set our rules of the game. We also started looking at the big picture and where strategic planning plays a role. Download the slides I presented in class by clicking on the pdf on the right corner. Enjoy and feel free to share. Max
