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ICM Single Subject Diploma in

Strategic Marketing Management

Course Outlines

Introduction to Marketing Management

Marketing Auditing and SWOT Analysis

Segmental Productivity and Ratio Analysis

Approach to Competitor Analysis

Approach to Customer Analysis

Mission and Objectives

Structural, Market and Environment Analysis

Market Segmentation, Targeting, and Positioning

Formulation of Strategy

Analyzing the Product Portfolio

Generic Strategies for Leaders, Followers, Challengers, and Niches

Pricing Policies and Strategies

Promotional Plan

Distribution Plan

Criteria of Choice in Decision Making

Strategic Implementation and Control