Marketing and Promotion Management

Course Content

An Overview of Marketing Management

• Marketing, Promotions and the Management Process
• Marketing functions and their characteristics
• The role of Marketing and Promotion in society – facilitating exchange in society

The Strategic Role of Marketing

• Corporate, business and marketing strategies – different issues at different organizational levels
• Implications of Marketing and Promotion activities in business strategies
• Analysing the Marketing Environment
• Characteristics of the marketing environment
• Critical components of the marketing and Promotions environment

Consumer Markets and Buying Behaviour

• Psychological, personal and social influences on consumer decision-making processes
• Organizational Markets and Buying Behaviour
• Comparing organizational and consumer markets
• Organizational buying behaviour and decision–making processes
• The importance and scope of organizational markets

Market Segmentation

• Segmentation, Targeting, and Positioning
• Managing segmentation process
• Targeting and Positioning strategies

Industry and Competitor Analysis

• Identification of industry groups and potential competitors
• Promotion mix decisions
• Promotion programs and Advertising
• Implementing Strategies
• Promotions and Marketing strategies implementation
• Strategy, structure and process

Course Booking

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