Course Outline
Introduction to Marketing Management
- Explaining the term Marketing and it’s core concepts
- Describing the marketing environment and steps for company orientation towards market place
- Illustrating the differences between sales & marketing
Developing Marketing Strategies and Plans
- Elucidating the process for developing marketing strategy and plans by mission statement and encompassing the market and competition (both direct and indirect)
- Describing with an sample marketing plan outline
Capturing Marketing Insights
- Detailing the basics and usage of marketing information systems
- Explaining the techniques for analysing the macro environment and marketing research
- Understanding the techniques for measuring marketing productivity, forecasting and demand measurement with emphasis on marketing mix modeling
Connecting with Customers
- Explaining the nedd and process of creating customer value, satisfaction, and loyalty.
- Describing the steps for maximizing customer lifetime value along with cultivating customer relationships by utilizing the customer database and marketing
Analyzing Consumer Markets
- Detailing the factors influencing consumer behavior
- Illustrating the major psychological processes of consumers
- Describing consumer decision process for buying
Analyzing Business Markets
- Understanding the concept and application of organizational buying
- Describing the business buying decision and procurement process
- Elucidating the factors involved in managing B2B customer relationships
Identifying Market Segments and Targets
- Explaining the various levels of market segmentation
- Detailing the different approaches to segmenting and targeting markets
Building Strong Brands
- Describing the techniques to measure sources of brand equity
- Understanding the concept and importance of brand image
- Detailing the different key success criteria involved in brand building
- Explaining the basics of brand value chain
Developing a Brand Equity Measurement System
- Understanding the process of brand audit for brand equity measurement
- Describing the usage and application of brand equity management system
Shaping the Market Offerings
- Explaining the process of setting the product strategy
- Detailing the steps for designing and managing services for the market
- Understanding the procedure for developing pricing strategies and programs
- Describing the need and utility for business name, promotion and customer service
Delivering Value
- Illustrating the steps for designing and managing integrated marketing channels
- Understanding the role of marketing channels and analyzing customers’ desired service output levels
- Detailing the techniques to identify major channel alternatives
- Explaining the method for managing retailing, wholesaling, and logistics along with channel integration and systems
- Describing the new competition in retailing with focusing the legal and ethical issues in channel relations
- Elucidating the value chain and value delivery for companies’ requirement
E-Commerce Marketing Practices
- Describing the concept of pure-click and brick-and-click companies
- Understanding the basics and usage of M-commerce
Communicating Value
- Explaining the importance and concept of integrated marketing communications
- Describing the techniques for managing personal communications
- Understanding the application and utility of word of mouth, personal selling and sales force
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