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ICM Single Subject Diploma in


Course Outlines

Part A: The Concept and Process of Marketing

Markets and Marketing

  • Marketing issues
  • The marketing mix
  • Marketing management
  • Marketing and society

The Marketing Process: Strategy and Planning

  • Marketing strategy
  • Marketing planning and strategy
  • Marketing audit
  • Environmental scanning
  • Strategy formulation
  • Marketing segmentation: introduction
  • The marketing plan

Customer Focus: Cost and Benefits

  • Identifying the customer
  • Building customer care relationships
  • The quality movement
  • Quality and customers

Part B: Segmentation, Targeting, and Positioning

The Marketing Environment

  • Marketing and the business environment
  • The economic environment
  • Social and cultural factors
  • Political and legal aspects
  • Technological issues
  • Consumer rights
  • The green movement
  • Green marketing

Customers, Buyers, Clients, and Consumers

  • Customers, buyers, clients or consumers
  • Consumer buying behavior
  • Influences on buying behavior
  • Social factors
  • Personal factors
  • Psychological factors
  • Models of buying behavior
  • Organizational buying behavior

Marketing Segmentation and Positioning

  • Market segmentation
  • Segmenting consumer markets
  • Social status and social class
  • Family life cycle
  • Psychographics and culture
  • Segmenting industrial markets
  • Positioning products and brands

Part C: The Extended Marketing Mix


  • Reviewing the product
  • The product life cycle (PLC)
  • Product range and portfolio
  • Branding
  • The Ansoff growth matrix

New Product Development

  • The NPD process
  • Risks of new product development
  • Screening new product ideas
  • New product adoption
  • Other issues

Place: The Importance of Distribution

  • Place
  • What are the distribution channels?
  • Points in the chain of distribution
  • Selection of distribution channel
  • Distribution
  • Physical distribution
  • Just in time (JIT)


  • The importance of price
  • Pricing policy and the marketing mix
  • Price expectations
  • Pricing strategy
  • Approaches to pricing
  • Competitive advantage

Pricing for Costs, Sales and Profit

  • Breakeven analysis
  • Cost-based approach to pricing
  • Demand-based approaches
  • Other aspects of pricing


  • Promotion and communicating with customers
  • Integrated marketing communication
  • Advertising
  • Successful advertising
  • Media
  • Planning an advertising campaign
  • Branding
  • The role of sales promotion
  • Public Relations (PR)

Selling and Direct Marketing

  • Personal selling
  • Communicating with major purchasing influencers
  • Direct marketing
  • Acquisition and retention of customers
  • Fulfillment

Part D: Marketing Segments and Contexts

Types of Market

  • Definitions
  • Consumer markets
  • Business-to-business marketing
  • Charity and not-for-profit marketing
  • Other markets

Services Marketing

  • Characteristics of services marketing
  • The extended marketing mix for services
  • The importance of people
  • Service quality

International Markets

  • International marketing opportunities – benefits and risks
  • Market attractiveness
  • International marketing environment
  • Regional trade alliances and markets
  • Product
  • Place
  • Price
  • Promotion

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