Certified Marketing Manager

TABLE OF CONTENT

Introduction To Marketing Management

• Defining Marketing for the 21st Century
• Core Concepts in Marketing
• Marketing Environment
• Company Orientation towards Market Place
• The Holistic Marketing Concept
• Difference between Sales & Marketing

Developing Marketing Strategies And Plans

• Mission Statement
• The Market
• Competition - Direct and indirect
• Sample Marketing Plan Outline

Capturing Marketing Insights

• Marketing Information Systems
• Analysing the Macro environment
• Marketing Research
• Measuring Marketing Productivity
• Forecasting and Demand Measurement
• Marketing Mix Modelling

Connecting With Customers

• Creating Customer Value, Satisfaction, and Loyalty
• Maximizing Customer Lifetime Value
• Cultivating Customer Relationships
• Customer Database and Marketing

Analysing Consumer Markets

• Factors influencing consumer behaviour
• Major Psychological Processes
• Buying Decision Process

Analysing Business Markets

• Organisational Buying
• Business Buying Decision Process
• Procurement Process
• Managing B2B Customer Relationships

Identifying Market Segments And Targets

• Levels of Market Segmentation
• Approaches to Segmenting Markets
• Market Targeting

Building Strong Brands

• Measuring Sources of Brand Equity
• Brand Image
• Key Success Criteria
• The Brand Value Chain

Developing A Brand Equity Measurement System

• Brand Audit
• Brand Equity Management System

Shaping The Market Offerings

• Setting Product Strategy
• Designing and Managing Services
• Developing Pricing Strategies and Programs
• The Business Name
• Promotion
• Customer service

Delivering Value

• Designing and Managing Integrated Marketing Channels
• Role of Marketing Channels
• Analyzing Customers’ Desired Service Output Levels
• Identifying Major Channel Alternatives
• Managing Retailing, Wholesaling, and Logistics
• Channel Integration and Systems
• The New Competition in Retailing
• Legal and Ethical Issues in Channel Relations
• The Value Chain
• Value Delivery—Companies’ Requirement

E-Commerce Marketing Practices

• Pure-Click Companies
• Brick-and-Click Companies
• M-Commerce

Communicating Value

• Integrated Marketing Communications
• Managing Personal Communications
• Word of Mouth
• Personal Selling and Sales Force

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