Marketing Management

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