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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
Marketing Management

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