** Assessing the marketplace

It's not enough to just have a great brand; you need to understand how you fit into a wider industry environment. This lesson will teach you how to conduct a situation analysis and how you can use the results to gain a vivid understanding of your competitors, customers, and the demand for your product. Using interactive exercises and practical examples, we'll help you gain a perception of your position in the wider marketplace and, critically, how to use these insights to develop your marketing strategy.

Lesson objectives:

• The purpose of assessing the marketplace
• The situation analysis process
• How the situation analysis contributes to the development of your strategy

Course of origin: DMA Postgraduate Marketing Diploma

This lesson is recommended for marketing leaders who want to build effective digital customer-centric communication strategies.

Level: Marketing leadership L7

Estimated completion time: 4 hours