Unit 946: Marketing Management

1. Introduction to Marketing Management

• Definition and scope of marketing management
• Importance of marketing in business
• Role of marketing management in organizational success
• Evolution of marketing concepts

2. Marketing Planning and Strategy

• Overview of marketing planning process
• Setting marketing objectives aligned with business goals
• Conducting market analysis
  • SWOT analysis
  • PESTEL analysis
  • Competitor analysis
• Identifying target audiences
• Developing competitive positioning and unique selling propositions
• Strategic decision-making in marketing

3. Market Segmentation and Targeting

• Concept and benefits of market segmentation
• Bases for segmentation:
  • Demographic segmentation
  • Psychographic segmentation
  • Behavioral segmentation
  • Geographic segmentation
• Criteria for effective segmentation
• Target market selection strategies
  • Undifferentiated marketing
  • Differentiated marketing
  • Concentrated marketing
• Positioning strategies for selected segments

4. Marketing Mix (4Ps)

• Overview of the marketing mix concept
• Product
  • Product life cycle
  • Product differentiation and branding
  • New product development
• Price
  • Pricing strategies and models
  • Factors influencing pricing decisions
• Place (Distribution)
  • Distribution channels
  • Channel management and logistics
• Promotion
  • Advertising
  • Sales promotion
  • Public relations
  • Personal selling
  • Integrated marketing communications

5. Brand Management

• Definition and importance of branding
• Brand equity and its components
• Brand positioning and brand identity
• Strategies for building and maintaining brand loyalty
• Managing brand portfolios and extensions

6. Digital Marketing and Social Media

• Introduction to digital marketing
• Key digital marketing channels:
  • Search Engine Optimization (SEO)
  • Content marketing
  • Email marketing
  • Social media marketing platforms (Facebook, Instagram, LinkedIn, etc.)
• Role of analytics and data in digital marketing
• Trends in digital marketing

7. Marketing Research and Analysis

• The role of marketing research
• Types of marketing research:
  • Exploratory
  • Descriptive
  • Causal
• Research methods:
  • Qualitative and quantitative
  • Surveys, interviews, focus groups
• Data collection techniques and tools
• Data analysis and interpretation
• Using research to inform marketing decisions

8. Consumer Behavior

• Understanding consumer decision-making process
• Psychological factors influencing behavior:
  • Motivation
  • Perception
  • Learning
  • Attitudes
• Social and cultural influences:
  • Family
  • Reference groups
  • Social class
  • Culture and subculture
• Buyer behavior models
• Implications for marketing strategy

9. Marketing Ethics and Social Responsibility

• Ethical issues in marketing
• Consumer rights and protection
• Environmental considerations in marketing
• Corporate social responsibility (CSR) in marketing
• Building consumer trust and long-term relationships

10. International Marketing

• Introduction to global marketing
• Challenges in international marketing:
  • Cultural differences
  • Legal and political environment
  • Economic factors
• Market entry strategies:
  • Exporting
  • Licensing
  • Joint ventures
  • Direct investment
• Adapting the marketing mix for international markets
• Global branding and positioning strategies