The marketing function is the keystone of a well managed company. Strategically, it is concerned with identifying the customer and the products and services which the customer requires. At the operation level, marketing management identifies specific customer needs and the types of products required to fill those needs. This course is designed to develop an understanding of how to build an integrated marketing effort in view of the forces affecting marketing activity, the customer, the trade, competition, and government regulations. This course covers marketing strategy - marketing information - customer analysis and buyer behavior - market segmentation - market research - product development - marketing channels and logistics of distribution - pricing - direct selling - advertising and promotion - product policy and strategy - and global marketing. Continual emphasis is placed on shaping these elements into a complete, integrated, responsive marketing program. The course deals with the development and implementation of plans, strategies and tactics which will best serve the organization and the customer in a competitive environment.
| Marketing Management Overview |
Company and Marketing
Strategy |
| Marketing in the Digital Age |
The Marketing Environment |
| Managing Marketing Information |
Consumer Markets |
| Consumer Buyer Behavior |
Business Markets |
| Business Buyer Behavior |
Market Segmentation, Targeting and Positioning |
| Branding Strategies |
Product Development and Life Cycle Strategies |
| Pricing Approaches |
Marketing Channels and Supply Chain Management |
| Retailing and Wholesaling |
Integrated Marketing Communication Strategy |
| Advertising, Sales and Public Promotions |
Personal Selling and Direct Marketing |
| Competitive Advantage |
Competitive Marketing Strategies |
| Global Marketplace |
Social Responsibility and Marketing Ethics |