Course Objectives

• Define the nature and concept of marketing in a competitive environment.
• Understand the process of planning for marketing activities.
• Apply the techniques used in assessing market opportunities.
• Gather information necessary for implementing successful marketing strategies.
• Understand the implications of the 4Ps in marketing

Course Outline

• Understanding Marketing Management

• The Scope of Marketing
• Defining Marketing
• Core Marketing Concepts

• The Process of Strategic Planning in Marketing

• The Marketing Mission
• Objectives and Goals
•  Marketing Audit
• Strategic Alternatives
•  Marketing Assumptions

• Market Segmentation

• The Importance of Market Segmentation
• The Benefits of Market Segmentation

• Steps in Market

• Segmentation
• Market Targeting and Product Positioning

• Total Product Concept

• The Product Life Cycle (PLC) Concept
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage

• Promotion Mix Strategies

• Personal Selling
• Advertising
• Sales Promotion
• Public Relations
• Linking the Promotion Mix to PLC Strategies

• Organizing and Managing the Distribution Channel

• Kinds of Distribution Channels
• Choosing the Best Channel
• The Role of the Marketing Distribution Channels

• Building the Competitive Advantage

• Superior Product or Service
• Superior Assets
• Low Cost Operator
• Innovation
• Global Skills
• Scales Advantages
• Attitude
• Superior Relationships
• Risk Management
• Vision

Who can benefit?

• Marketing professionals,
• corporate executives
• marketing managers
• advertising managers
• product managers
• sales personnel