Marketing Management

Course outlines:

Model One: 

Marketing Management /Capturing Marketing Insights

• Marketing management defined
• Developing Marketing Strategies and Plans 
• 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
• Collecting Information and Forecasting Demand 

 
Model Two: 

Connecting with Customers / Building Strong Brands

• Creating Long-term Loyalty Relationships
• Analysing Consumer Markets 
• Analyzing Business Markets 
• Identifying Market Segments and Targets 
• Creating Brand Equity 
• Crafting the Brand Positioning 
• Competitive Dynamics 
• Conducting Marketing Research 

Model Three: 
Shaping the Market Offerings / Delivering Value 

• Setting Product Strategy 
• Designing and Managing Services 
• Developing Pricing Strategies and Programs 
• Designing and Managing Integrated Marketing Channels 
• Managing Retailing, Wholesaling, and Logistics 
• Various marketing analysis techniques
  • ‘PEDSTLE’ analysis
  • ‘SWOT’ analysis
  • The five forces model (M. Porter)

Model Four:
Communicating Value  

• Designing and Managing Integrated Marketing Communications 
• Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 
• Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 

 Model Five:
Creating Successful Long-term Growth

• Introducing New Market Offerings
• Tapping into Global Markets 
• Managing a Holistic Marketing Organization for the Long Run
• Case study