Marketing Management

Course Overview

Marketing requires satisfying consumer needs by harnessing opportunities and overcoming threats in a dynamic business environment. The course explores the skills, knowledge and values required to develop and implement an effective marketing strategy. It examines marketing concepts, principles, techniques and processes such as: market competition analysis, market segmentation, customer buying behaviour, product mix, product distribution, pricing, product promotion, advertising, sales, distribution, relationship marketing, marketing mix strategies, integration of marketing and business strategy, market research, and monitoring brand positioning.

Learning Outcomes

  • be familiar with marketing terminology, concepts and principles
  • be able to develop marketing strategy and plan and integrate it with business strategy
  • have an understanding of market competition analysis
  • be familiar with principles of customer buying behaviour
  • be able to apply market segmentation principles
  • have an understanding of product mix concepts
  • be able to develop a product distribution plan
  • be familiar with product pricing principles
  • be able to develop product promotion strategy
  • demonstrate an understanding of advertising and sales principles and processes
  • have an understanding of an appreciation of relationship marketing as a strategic and competitive marketing advantage
  • be able to monitor brand positioning
  • be able to manage the marketing strategy implementation process and
  • be familiar with success and failure factors of marketing management

Duration

2 days contact time including group activities

 

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