ICM Single Subject Diploma in
Marketing Management
Course Outlines
Marketing Management
- The critical role of marketing in organizations and society
- Laying the groundwork through strategic planning
- Managing the marketing process and marketing planning
Analyzing Marketing Opportunities
- Marketing information systems and marketing research
- Analyzing the marketing environment
- Analyzing consumer markets and buyer behavior
- Analyzing business markets and organizational buying behavior
- Analyzing competitors
Researching and Selecting Target Markets
- Measuring and forecasting market demand
- Identifying market segmentation and selecting target markets
Designing Marketing Strategies
- Marketing strategies for differentiating and positioning the marketing offer
- Developing, testing and launching new products and services
- Managing products through their product life cycle
- Deciding on international market entry
- Methods of entry
- International marketing programs
Planning Marketing Programmes
- Managing product lines, brands, and packaging
- Managing service business and ancillary services
- Designing pricing strategies and programs
- Selecting and managing marketing channels
- Managing retailing and wholesaling
- Designing communication and promotion-mix strategies
- Designing effective advertising programs
- Designing direct marketing, sales promotion, and public relations programs
- Managing the sales force
- Managing direct marketing operations
- Implementing marketing programs
- Controlling marketing activities