Marketing

Course Objectives

At the end of the course the student will have the ability to:

Define the marketing strategies of the organisation
Direct the marketing effort of the organisation to meet the organisation's objectives
Deliver value and customer satisfaction
Creating long term growth for the organisation.

Course Content

Understanding Marketing Management
Defining Marketing for the 21st Century
Developing Marketing Strategies & Plans

Capturing Marketing Insights
Gathering Information & Scanning the Environment
Conducting Marketing Research & Forecasting Demand

Connecting with Customers
Creating Customer Value, Satisfaction, & Loyalty
Analysing Consumer Markets
Analysing Business Markets
Identifying Market Segments & Targets

Building Strong Brands
Creating Brand Equity
Crafting the Brand Positioning
Dealing with Competition

Shaping the Market Offerings
Setting Product Strategy
Designing & Managing Services
Developing Pricing Strategies & Programs

Delivering Value
Designing & Managing Value Networks & Channels
Managing Retailing, Wholesaling & Logistics

Communicating Value
Designing & Managing Integrated Marketing Communications
Managing Mass Communications- Advertising, Sales Promotion, Events & Public Relations
Managing Personal Communications- Direct Marketing & the Sales Force

Creating Long-Term Growth
Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organisation

Recommended Text:

Marketing Management 12 th Edition. Philip Kotler. Kevin Lane Keller
Pearson ISBN No:- 0-13-145757-2