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ICM Single Subject Diploma in


Course Outlines

Part A: The Concept and Process of Marketing

Markets and Marketing

The Marketing Process: Strategy and Planning

Customer Focus: Cost and Benefits

Part B: Segmentation, Targeting, and Positioning

The Marketing Environment

Customers, Buyers, Clients, and Consumers

Marketing Segmentation and Positioning

Part C: The Extended Marketing Mix


New Product Development

Place: The Importance of Distribution


Pricing for Costs, Sales and Profit


Selling and Direct Marketing

Part D: Marketing Segments and Contexts

Types of Market

Services Marketing

International Markets