Marketing Management

Course content:

Understanding Marketing Management:

• The Concept of Marketing Management
• The Role of Marketing in Business Management
• Strategic Marketing Planning

Capturing Marketing Insight:

• Market Research
• Forecasting

Connecting with Customers:

• Analysing and Understanding Markets
• Identifying the Market Segments and Targets

Building Strong Brands:

• Creating Brand Equity
• Crafting the Brand Positioning
• Brand Management

Shaping the Market Offerings:

• Product Policy and Product Life Cycle
• Pricing Policy and Programs (Factors Influencing Pricing Decisions)

Delivering Value:

• Distribution Policy – Designing and Managing Integrated Marketing Channels
• Management of Retailing, Wholesaling and Logistics

Communicating Value:

• Communication policy – Designing and Managing Integrated Marketing Communications (Offline and Online)
• Managing Mass Communications – Advertising, Sales Promotion, Events and Experiences
• Managing personal communications – Direct and Interactive Marketing, Word of Mouth and Personal Selling

Recommended literature:

P. KOTLER, K. L. KELLER: Marketing Management 14th ed., Prentice Hall, 2011, ISBN 978-0-13-210292-6