Learning Objectives
5 objectives- Develop comprehensive strategic marketing plans utilizing advanced frameworks and techniques.
- Apply advanced marketing research methodologies and analytics tools to support data-driven decision making.
- Manage and enhance brand equity through effective brand positioning, architecture, and loyalty strategies.
- Design and implement integrated marketing communications strategies across multiple channels.
- Evaluate and apply advanced pricing strategies and revenue management techniques for profitability.
Content Outline
PreviewUnit 3959: Advanced Marketing Strategies and Management
1. Strategic Marketing Planning
- Introduction to Strategic Marketing Planning
- Frameworks for Strategic Planning (e.g., SWOT, PESTEL, Ansoff Matrix)
- Market Analysis Techniques
- Competitive analysis
- Customer insights
- Market Segmentation
- Criteria for effective segmentation
- Behavioral, demographic, psychographic segmentation
- Targeting Strategies
- Evaluating segment attractiveness
- Selecting target markets
- Positioning Strategies
- Differentiation techniques
- Positioning maps and value propositions
2. Marketing Research and Analytics
- Overview of Marketing Research Methodologies
- Quantitative Research Methods
- Surveys, experiments, and statistical analysis
- Qualitative Research Methods
- Focus groups, interviews, ethnography
- Data Collection and Sampling Techniques
- Data Analysis Techniques
- Descriptive and inferential statistics
- Predictive analytics and data mining
- Market Forecasting Models
- Trend analysis
- Time series forecasting
3. Brand Management and Equity
- Fundamentals of Brand Management
- Brand Positioning and Value Proposition
- Brand Architecture Models
- Branded house vs. house of brands
- Brand Extensions and Line Extensions
- Building Brand Loyalty and Awareness
- Customer engagement strategies
- Measuring brand equity (e.g., brand audits, brand valuation)
4. Product Development and Innovation
- New Product Development (NPD) Process
- Idea generation techniques
- Concept testing and validation
- Product design and development
- Managing Innovation Pipelines
- Stage-gate models
- Agile methodologies in product development
- Strategies to Foster Innovation
- Open innovation
- Cross-functional collaboration
5. Integrated Marketing Communications (IMC)
- Principles of IMC
- Advertising Strategies
- Public Relations and Corporate Communications
- Sales Promotions and Direct Marketing
- Digital Marketing Channels
- Social media marketing
- Email marketing
- Content marketing
- Coordinating Communication Channels for Consistency
6. Customer Relationship Management (CRM)
- Advanced CRM Strategies
- Customer Segmentation for Personalization
- Loyalty Programs and Customer Retention Techniques
- CRM Technologies and Systems
- Data management
- Analytics for customer insights
- Data-Driven Decision Making in CRM
7. Pricing Strategies and Revenue Management
- Pricing Objectives and Considerations
- Value-Based Pricing
- Dynamic Pricing Models
- Price Discrimination Techniques
- Revenue Optimization Models
- Yield management
- Price elasticity analysis
8. International Marketing and Global Expansion
- Challenges in International Marketing
- International Market Entry Strategies
- Exporting, joint ventures, franchising, wholly owned subsidiaries
- Cultural Considerations and Adaptation
- Global Branding Strategies
- Adapting the Marketing Mix for International Markets
Unlock the full outline
Get the complete content outline, learning outcomes and assessment methods for Marketing Management: Advanced Topics.
KSh 20 one-off, or included with a plan
Learning Outcomes
Unlock the outline above to see learning outcomes.
Assessment Methods
Unlock the outline above to see assessment methods.