Certified Marketing Professional

Course Outlines:

Module one: 

Marketing concepts

• Marketing management defined
• Evolution of the marketing concept
• Differences between marketing and selling
• Scope of marketing management
• Setting the scene: the marketing mix
• Using the 4Ps marketing mix model

Module Two: 

Marketing audit and planning

• Understanding the marketing environment
• Various marketing analysis techniques

• ‘PEDSTLE’ analysis
• ‘SWOT’ analysis
• The five forces model (M. Porter)
• Customer analysis
• Competitive analysis

• The marketing audits
• Marketing planning
• Market segmentation defined
• Basis of market segmentation (B2C)
• Basis of market segmentation (B2B)
• Criteria for successful segmentation

Module Three: 

Market segmentation, targeting and positioning

• Market targeting
• Market positioning
• Steps in market segmentation, targeting and positioning
• Elements of the communication process
• Steps in creating a promotional campaign
• The goals and tasks of promotion
• The ‘AIDA’ concept
• Setting the advertising budget
• The various media types
• Media scheduling

Module Four: 

Marketing communication and campaigns

• Evaluating promotional campaigns
• The PLC concepts
• Marketing strategies for PLC
• The promotion mix and marketing objectives
• Characteristics promotions mix elements
• Promotion mix strategies across the PLC
• Push and pull strategies

Module Five: 

The Product Life Cycle (PLC): a strategic approach

• Marketing research defined
• The marketing research process
• Secondary and primary data
• Questionnaire design
• Forms of survey research