Marketing Concepts

• Evolution of the Marketing Concept
• Relationship between Marketing and Selling
• Scope of Marketing Management
• Developing the Marketing Mix for Products and Services
• Managing the Marketing Effort
• The Value Proposition

Marketing Strategy and Planning

• Types of Marketing Strategies
• Criteria for Selecting a Market Strategy
• The Marketing Audit
• Competitive Analysis(PESTLE, PORTER, SWOT, TOWS)
• Customer Analysis

Advertising and Distribution

• Understanding the Communication Process
• Major Advertising Decisions, AIDA and the Buyer-Readiness Stages, Types of Media Research and Selection, Copy Illustration and Message Design
• The Sales Promotion Mix; Push versus Pull Strategies

Distribution Channels

• Channels of Supply
• Channel Management Decisions
• Logistics and Supply Chain Management
• Emerging Trends of Direct Marketing

Managing Product Life Cycles

• Introducing the Product Life Cycle Concept (PLC)
• Marketing Objectives and Tactics Across the PLC
• Product and Promotion Mix Strategies Across the Stages of the PLC
• Analysis of a Relative Market Share Matrix

Market Segmentation

• Basis of Market Segmentation (B to C)
• Basis of Market Segmentation (B to B)
• Identifying the Segments Attractiveness Factors
• Criteria for Selecting Target Segments
• Positioning and Targeting for Results
• Tips for Successful Segmentation

Marketing Research

• Marketing Research Defined
• The Marketing Research Process
• Types and Sources of Data
• Customer Satisfaction Surveys
• Tracking of Promotional Spend Effectiveness
• Designing, Analyzing, Interpreting, and Reporting the Research Findings