Unit 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