Marketing Management

Course details

This course will help participants to better understand the role of marketing, the organizations’ current market position and planning for widening markets. It will also help participants to clearly develop a sound marketing plan for better corporate results.

Objectives

Upon the completion of this course, the participant will be able to:

• Understand the meaning and role of marketing in achievement of organizational objectives
• Identify the organizations’ current and future position in the sectors or markets in which it operates
• Devise and implement a marketing plan that contributes to achievement of organizational objectives

Target Audience

• Employees who wish to understand the marketing function

Course Structure

• This course will use interactive training methods of a combination of lecturing, case studies, group discussion/exercises and video-based learning

Program Contents

Module 1: An Overview of Marketing Management

• Marketing and Marketing Management Process
• The Strategic Role of Marketing

Module 2:  Market Opportunity Analysis

• Analyzing the Marketing Environment
• Consumer Markets and Buying Behaviour
• Organizational Markets and Buying Behaviour
• Market Segmentation
• Industry and Competitor Analysis
• Marketing Research

Module 3: Developing Strategic Marketing Programs

• Business Strategies, and Marketing Planning
•  Product Decisions
•  Pricing Decisions
•  Distribution Decisions
• Promotion mix decisions

Module 4:  Implementing Business and Marketing Strategies

•  Business and marketing strategies implementation
• Monitoring and Controlling Marketing Programs