Learning Objectives
5 objectives- Understand fundamental concepts and principles of marketing management.
- Analyze and apply the components of the marketing mix (4Ps) in real-world scenarios.
- Identify and evaluate market segmentation and targeting strategies.
- Examine consumer behavior and its impact on marketing decisions.
- Develop effective marketing strategies incorporating ethics and social responsibility.
Content Outline
PreviewUnit 3953 - Marketing Management
1. Introduction to Marketing Management
- Definition and scope of marketing management
- The role of marketing in organizations
- Evolution of marketing concepts
- Marketing environment: internal and external factors
2. Marketing Mix (4Ps)
2.1 Product
- Product types and classifications
- Product lifecycle
- New product development
2.2 Price
- Pricing objectives and strategies
- Factors influencing pricing decisions
2.3 Place (Distribution)
- Distribution channels and intermediaries
- Channel management and logistics
2.4 Promotion
- Promotion mix: advertising, sales promotion, personal selling, public relations, direct marketing
- Integrated Marketing Communications (IMC)
3. Market Segmentation and Targeting
- Concept and importance of market segmentation
- Bases for segmentation: geographic, demographic, psychographic, behavioral
- Target market selection strategies
- Positioning concepts and strategies
4. Consumer Behavior
- Understanding consumer needs and motivations
- Consumer decision-making process
- Factors influencing consumer behavior: cultural, social, personal, psychological
5. Brand Management
- Definition and importance of branding
- Brand equity and brand loyalty
- Brand positioning and differentiation
- Managing brand portfolios
6. Marketing Research and Analysis
- Purpose and types of marketing research
- Research process: problem definition, data collection, analysis, interpretation
- Qualitative and quantitative methods
- Use of marketing analytics and tools
7. Marketing Communication
- Communication process and models
- Designing effective marketing messages
- Media planning and selection
- Measuring communication effectiveness
8. Marketing Ethics and Social Responsibility
- Ethical issues in marketing
- Corporate social responsibility (CSR) in marketing
- Sustainable marketing practices
- Legal and regulatory considerations
9. Marketing Strategy Development
- Components of marketing strategy
- SWOT analysis and competitive analysis
- Setting marketing objectives and goals
- Strategy formulation and implementation
- Evaluation and control of marketing strategies
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