Unit 3952: Marketing Management Fundamentals

1. Understanding the Role of Marketing Management

• Definition and scope of marketing management
• Importance in achieving organizational goals
• Creating customer value
• Building and maintaining customer relationships

2. Marketing Environment Analysis

2.1 Macro-environment Factors

• Economic environment: market conditions, economic cycles
• Social and cultural factors: demographics, lifestyle trends
• Technological factors: innovation, digital transformation
• Political and legal factors: regulations, policies, compliance

2.2 Micro-environment Factors

• Competitors: direct and indirect competition
• Suppliers: supply chain considerations
• Intermediaries: distributors, retailers, agents
• Customers: needs, preferences, and behaviors

3. Market Segmentation and Targeting

• Concept and benefits of market segmentation
• Bases for segmentation:
  • Demographic: age, gender, income, education
  • Psychographic: lifestyle, personality, values
  • Behavioral: purchasing behavior, usage rate, loyalty
• Criteria for effective segmentation
• Target market selection strategies:
  • Undifferentiated marketing
  • Differentiated marketing
  • Concentrated marketing
  • Micromarketing

4. Marketing Mix: The 4Ps

4.1 Product

• Product types and classifications
• Product life cycle
• New product development and innovation

4.2 Price

• Pricing objectives and strategies
• Factors influencing pricing decisions
• Price elasticity and adjustments

4.3 Place

• Distribution channels and logistics
• Channel management and intermediaries
• Retailing and wholesaling

4.4 Promotion

• Promotion mix elements: advertising, sales promotion, personal selling, public relations, direct marketing
• Integrated marketing communications (IMC)

5. Consumer Behavior and Marketing Research

5.1 Consumer Behavior

• Psychological influences: motivation, perception, learning
• Social influences: family, reference groups, culture
• Decision-making process: problem recognition to post-purchase behavior

5.2 Marketing Research

• Purpose and types of marketing research
• Research process: defining problem, data collection, analysis, reporting
• Qualitative vs quantitative methods
• Using research insights in marketing strategy

6. Branding and Positioning

• Definition and importance of branding
• Brand equity and brand loyalty
• Positioning concepts and techniques
• Developing a unique selling proposition (USP)
• Positioning maps and perceptual mapping

7. Marketing Communication Strategies

• Advertising: media types, creative strategies
• Public relations and corporate communications
• Sales promotion techniques
• Digital marketing: social media, SEO, email marketing
• Personal selling and direct marketing

8. Marketing Metrics and Performance Measurement

• Key performance indicators (KPIs) in marketing
• Metrics for sales, market share, customer acquisition and retention
• Marketing ROI and effectiveness measurement
• Using data analytics for continuous improvement