Unit Outlines
Marketing Management: Tools And Techniques
AI Generated
Intermediate
40 hours
10 topics
Learning Objectives
5 objectives- Understand the core principles and functions of marketing management within business contexts.
- Apply various marketing research methods to gather and analyze consumer and market data.
- Develop skills in market segmentation, targeting, and positioning to create effective marketing strategies.
- Evaluate and design product development, pricing, promotion, distribution, and branding strategies.
- Analyze marketing metrics and adapt marketing approaches for both domestic and international markets.
Content Outline
PreviewUnit 3955: Marketing Management Fundamentals
1. Introduction to Marketing Management
- Definition and scope of marketing management
- Importance of marketing in business success
- Key functions: planning, implementation, control
- Core marketing concepts: needs, wants, demand, value, satisfaction, exchange
2. Marketing Research Methods
- Purpose and role of marketing research
- Qualitative research methods
- Focus groups
- In-depth interviews
- Quantitative research methods
- Surveys and questionnaires
- Observation
- Data analysis techniques
- Using research insights for decision-making
3. Market Segmentation and Targeting
- Concept and benefits of market segmentation
- Segmentation bases:
- Demographic
- Psychographic
- Behavioral
- Evaluating segment attractiveness
- Selecting target markets
- Positioning strategies for target segments
4. Product Development and Management
- New product development process
- Idea generation
- Screening and concept testing
- Business analysis
- Product design and development
- Test marketing
- Commercialization
- Product life cycle stages
- Product modification and line extensions
- Managing product portfolios
5. Pricing Strategies
- Objectives of pricing
- Cost-based pricing
- Value-based pricing
- Competitor-based pricing
- Psychological pricing
- Dynamic and promotional pricing
- Pricing implications on profitability and positioning
6. Promotional Tools and Techniques
- Overview of promotional mix
- Advertising
- Sales promotions
- Public relations
- Personal selling
- Digital marketing and social media
- Integrated marketing communications
7. Distribution Channels and Logistics
- Role of distribution in marketing
- Types of distribution channels
- Direct vs indirect
- Intensive, selective, exclusive distribution
- Channel design and management
- Logistics and supply chain basics
- Optimizing delivery and customer service
8. Brand Management
- Importance of branding
- Brand equity and customer loyalty
- Brand positioning and differentiation
- Brand identity and personality
- Brand monitoring and protection strategies
9. Marketing Metrics and Analytics
- Key marketing performance indicators (KPIs)
- Sales metrics
- Customer acquisition and retention rates
- Market share
- Return on Investment (ROI) measurement
- Tools for marketing analytics
- Using data to optimize marketing strategies
10. International Marketing
- Challenges in global marketing
- Cultural differences
- Legal and economic environments
- Market entry strategies
- Exporting
- Licensing and franchising
- Joint ventures
- Direct investment
- Adapting the marketing mix for international markets
- Product
- Pricing
- Promotion
- Distribution
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