Unit Outlines
Marketing Management: Tools And Techniques
AI Generated
Intermediate
40 hours
10 topics
Learning Objectives
5 objectives- Understand the fundamental principles and importance of marketing management in business.
- Apply various marketing research methods to gather and analyze market data effectively.
- Conduct SWOT analysis to evaluate internal and external marketing factors.
- Develop marketing strategies using segmentation, the marketing mix, and digital marketing tools.
- Evaluate and implement customer relationship management, brand management, and international marketing strategies.
Content Outline
PreviewUnit 4107: Marketing Management
1. Introduction to Marketing Management
- Definition and scope of marketing management
- Importance of marketing in achieving organizational goals
- Roles and responsibilities of a marketing manager
- Relationship between marketing and other business functions
2. Marketing Research Methods
- Purpose and significance of marketing research
- Qualitative vs quantitative research
- Primary research methods: surveys, interviews, focus groups, observations
- Secondary research methods: data mining, market reports, competitor analysis
- Tools and technologies for marketing research
- Analyzing and interpreting research data
3. SWOT Analysis in Marketing
- Understanding internal factors: Strengths and Weaknesses
- Understanding external factors: Opportunities and Threats
- Steps to conduct a SWOT analysis
- Using SWOT to inform marketing strategy development
- Case studies illustrating effective SWOT analysis
4. Market Segmentation
- Definition and benefits of market segmentation
- Bases for segmentation: geographic, demographic, psychographic, behavioral
- Criteria for effective segmentation
- Target market selection and positioning
- Customizing marketing strategies for segments
5. Marketing Mix (4Ps)
- Overview of the marketing mix concept
- Product: product life cycle, features, branding, packaging
- Price: pricing strategies, factors influencing pricing decisions
- Place: distribution channels, logistics, retailing
- Promotion: advertising, sales promotion, public relations, personal selling
- Integrating 4Ps to achieve marketing objectives
6. Digital Marketing Strategies
- Introduction to digital marketing and its importance
- Social media marketing: platforms, content strategies, engagement
- Content marketing: blogs, videos, podcasts
- Search Engine Optimization (SEO): principles and best practices
- Email marketing campaigns: design, segmentation, automation
- Measuring digital marketing effectiveness
7. Customer Relationship Management (CRM)
- Definition and objectives of CRM
- Building strong customer relationships
- Tools and technologies for CRM
- Personalization and customer communication strategies
- Loyalty programs and customer retention techniques
- Collecting and using customer feedback
8. Marketing Analytics
- Role of analytics in marketing decision-making
- Key performance indicators (KPIs) for marketing campaigns
- Data collection and analysis methods
- Return on Investment (ROI) calculation and evaluation
- Using analytics to optimize marketing strategies
9. Brand Management
- Concept of brand and brand identity
- Brand positioning and differentiation
- Building brand equity
- Brand extension and portfolio management
- Strategies for managing and sustaining brand reputation
10. International Marketing Strategies
- Overview of global marketing environment
- Challenges in international marketing: cultural, legal, economic
- Market entry strategies: exporting, joint ventures, direct investment
- Adapting marketing mix for different international markets
- Case studies on successful international marketing campaigns
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