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)