Marketing Strategy and Positioning


This course aims to raise awareness of the importance and provide tools for participants to manage the resource / capital forms most fundamental: “the consumer market”, considering this market as the set of customers and / or consumers or users of products or services the company offers. 

We will start by improving the ability to identify and analyze the available potential markets as well as perceive the total markets to which the company may get, with strategies of conquest, expand or create new markets.

You have to know how to make decisions that affect the strategic positioning in the market, the offering (offer to be launched) on one hand and marketing (where and how we are going to sell) on the other to give the company a strategic defined, marketing and vision line.

We must learn to manage available resources to achieve maximum market share of customers and / or loyal consumers or users, which is the ability to convert some clients available on loyal customers (with the ethical sense of loyalty) to the company.

And finally, knowing how to boost needed changes in technology management, finance and human resources to focus the company towards sustainable growth of the markets where it operates.


Goals and Student Profile


After completing the course the participant will be able to:

  • Manage key marketing concepts and commercialization
  • Develop skills of segmentation and market analysis to identify business opportunities
  •  Learn to identify basic strategies of market positioning, to conquer the market with solid competitive values
  •  Learn to make a marketing plan that details the strategies and tactics to implement in terms of challenging business targets.
  • Learn define “offering” policy (what I am offering and at what price) and trade (where and how they offer).
  •  To develop skills in monitoring and control of commercial operations, budget time and CRM systems.

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.
We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.            What is marketing?

2.            Roles and responsibilities of the marketing at the company

3.            Market analysis as the foundation of marketing

4.            Strategic analysis of the consumer / user

5.            Market segmentation and business opportunities

6.            Strategic segmentation process

7.            The problem of information

8.            The marketing Information: The business research

9.            The analysis of the Information Systems (MIS). The CRM

10.         D.A.F.O. Analysis (S.W.O.T.)



1.            Definition of marketing positioning

2.            Positioning to competitors

3.            Positioning to the market

4.            The competitive advantages

5.            Definition of basic marketing advantages

6.            The attack and defence strategies

7.            Specific strategies of marketing mix



1.            Structure of a marketing plan

2.            The marketing plan within the business plan (Business Plan)

3.            The goals / targets as central to the marketing plan

4.            Marketing strategies: The “offering” and marketing

5.            The Marketing Mix tactical plan

6.            The budget. Concept of return on marketing

7.            Control of a marketing plan. The balanced scorecard



1.            The concept of product / service marketing

2.            Innovation and product marketing

3.            Decisions on product mix

4.            Brand and packaging as a part of the product

5.            The price (value) of product marketing

6.            Pricing

7.            Price changes

8.            The price war



1.            The description of the distribution in marketing

2.            Management of distribution channels.

3.            The logistics and commercializing marketing

4.            Merchandising and trade marketing

5.            The communication policy

6.            Advertising and public relations

7.            Promotion of sales

8.            Management of sales team.

9.            E – Marketing. Internet communication tools. The social Media Plan.


Specified time period and Place


Terms of Payment and Scholarships

Admission Process

The program is part of a Master and has limited availability. Taking this course will provide you great opportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

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