ICM Single Subject Diploma in
Marketing
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
Product
- 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)
Pricing
- 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
- 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