Unit 3953 - Marketing Management

1. Introduction to Marketing Management

• Definition and scope of marketing management
• The role of marketing in organizations
• Evolution of marketing concepts
• Marketing environment: internal and external factors

2. Marketing Mix (4Ps)

2.1 Product

• Product types and classifications
• Product lifecycle
• New product development

2.2 Price

• Pricing objectives and strategies
• Factors influencing pricing decisions

2.3 Place (Distribution)

• Distribution channels and intermediaries
• Channel management and logistics

2.4 Promotion

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

3. Market Segmentation and Targeting

• Concept and importance of market segmentation
• Bases for segmentation: geographic, demographic, psychographic, behavioral
• Target market selection strategies
• Positioning concepts and strategies

4. Consumer Behavior

• Understanding consumer needs and motivations
• Consumer decision-making process
• Factors influencing consumer behavior: cultural, social, personal, psychological

5. Brand Management

• Definition and importance of branding
• Brand equity and brand loyalty
• Brand positioning and differentiation
• Managing brand portfolios

6. Marketing Research and Analysis

• Purpose and types of marketing research
• Research process: problem definition, data collection, analysis, interpretation
• Qualitative and quantitative methods
• Use of marketing analytics and tools

7. Marketing Communication

• Communication process and models
• Designing effective marketing messages
• Media planning and selection
• Measuring communication effectiveness

8. Marketing Ethics and Social Responsibility

• Ethical issues in marketing
• Corporate social responsibility (CSR) in marketing
• Sustainable marketing practices
• Legal and regulatory considerations

9. Marketing Strategy Development

• Components of marketing strategy
• SWOT analysis and competitive analysis
• Setting marketing objectives and goals
• Strategy formulation and implementation
• Evaluation and control of marketing strategies