Course Details
Course Outline
5 days course
Marketing Concepts
- Evolution of the Marketing Concept.
- Relationship between Marketing and Selling.
- Scope of Marketing Management.
- Developing the Marketing Mix for Products and Services.
- Managing the Marketing Effort.
Marketing Audit and Planning
- Understanding the Marketing Environment.
- The Various Marketing Analysis Techniques.
- The Marketing Audit.
- Competitive Analysis.
- Customer Analysis.
- Marketing Planning (Format, Content).
Market Segmentation, Targeting and Positioning
- Basis of Market Segmentation (B2C)
- Basis of Market Segmentation (B2B)
- Profiling the Segments.
- Criteria for Successful Segmentation.
- Market Targeting.
- Market Positioning.
- Steps in Market Segmentation, Targeting and Positioning.
Marketing Communication and Campaigns
- Elements of the Communication Process.
- Identifying the Goals of the Promotion.
- Steps in Creating a Promotional Campaign.
- The AIDA Concept.
- Advantages and Disadvantages of the Various Media Types.
- Media Scheduling.
- Evaluating Promotional Campaigns.
The Product Life Cycle: A Strategic Approach
- Introducing the Product Life Cycle Concept (PLC).
- The Promotion Mix and Marketing Objectives.
- Characteristics of PR, Personal Selling, Advertising and Sales Promotion.
- Promotion Mix Strategies Across the PLC.
- Push and Pull Strategies.
Marketing Research
- Marketing Research Defined.
- The Marketing Research Process.
- Types and Sources of Data.
- Questionnaire Design.
- Types of Research (Observation, Mystery Shopper, Survey).
