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