Marketing Management
Main Topics of Study:
Marketing Management:
- The Critical Role of Marketing in Organisations & Society
- Laying the Groundwork through Strategic Planning
- Managing the Marketing Process & Marketing Planning
Analysing Marketing Opportunities:
- Marketing Information Systems & Marketing Research
- Analysing the Marketing Environment - Analysing Consumer Markets & Buyer Behaviour
- Analysing Business Markets & Organisational Buying Behaviour - Analysing Competitors
Researching & Selecting Target Markets:
- Measuring & Forecasting Market Demand
- Identifying Market Segmentation & Selecting Target Markets
Designing Marketing Strategies:
- Marketing Strategies for Differentiating & Positioning the Marketing Offer
- Developing, Testing & Launching New Products & Services
- Managing Products through their Product Life Cycle
- Deciding on International Market Entry
- Methods of Entry
- International Marketing Programmes
Planning Marketing Programmes:
- Managing Product Lines, Brands & Packaging
- Managing Service Business & Ancillary Services
- Designing Pricing Strategies & Programmes
- Selecting & Managing Marketing Channels
- Managing Retailing & Wholesaling
- Designing Communication & Promotion-Mix Strategies
- Designing Effective Advertising Programmes
- Designing Direct Marketing, Sales-Promtion & Public Relations Programmes
- Managing the Salesforce
- Managing Direct Marketing Operations
- Implementing Marketing Programmes
- Controlling Marketing Activities
Reading List
Main Text:
Marketing Management - Philip Kotler (Prentice Hall)
Alternative Texts and Further Reading:
Go International - Keith Monk (McGraw Hill)
Essentials of Marketing - G Lancaster & L Massingham (McGraw Hill)
