1. e-Learning module:
Developing consistency through marketing strategy

• Identifying marketing strategy steps. Segmenting your markets. 
• Defining targets with potential. 
• Positioning offers and brands.

2. Podcast episode:
What advantages can you achieve from segmenting your markets

3. Module elearning :
Using and interpreting the three marketing matrices

Constructing and using:

• the BCG matrix;
• the McKinsey matrix;
• the ADL matrix.

4. e-Learning module:
Aligning objectives with market forecasts

• Producing realistic forecasts. 
• Carrying out a precise gap analysis. 
• Defining marketing options and objectives.

5. e-Learning module:
Using customer equity to create value

• Understanding the concept of customer equity.
• Selecting relevant criteria that have an impact on customer potential. 
• Evaluating customer potential to define your marketing strategy.

6. Podcast episode:
Oversee how strategic marketing is broken down into actions

7. e-Learning module:
Relationship marketing strategy

• Focusing on an effective customer loyalty programme. 
• Building and measuring a customer relations programme.
• Implementing a multi-channel marketing plan.
• Designing a winning multi-channel strategy.

8. e-Learning module:
The communication strategy

• Target audience of the campaign.
• Setting the objectives.
• Message characteristics.
• Choosing the appropriate vehicle.
• Copy strategy as a link to the communication agency.