Essentials of Management – Sales & Marketing

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Introduction to Marketing Management 6 Topics

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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 4 Topics

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Mission Statement

The Market

Competition – Direct and indirect

Sample Marketing Plan Outline

Capturing marketing insights 6 Topics

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Marketing Information Systems

Analysing the Macro environment

Marketing Research

Measuring Marketing Productivity

Forecasting and Demand Measurement

Marketing Mix Modelling

Analysing consumer & business markets 7 Topics

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Factors influencing consumer behaviour

Major Psychological Processes

Buying Decision Process

Organisational Buying

Business Buying Decision Process

Procurement Process

Managing B2B Customer Relationships

Identifying market segments and targets 3 Topics

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Levels of Market Segmentation

Approaches to Segmenting Markets

Market Targeting

Sales 11 Topics

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Sales Management as defined by

Objectives of Sales Management

Sales Executives as Coordinator

Coordinating with Advertising

Co-ordination with Production

Co-ordination with Human Resource

The Four Sales Channels

A Five-Step Remedy

Buyer Seller Dyad

Diversity of Personal-selling Situations

Sales Force Automation (SFA)

Theories of selling 7 Topics

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Theories of Selling 8

“Right Set of Circumstances” Theory of Selling

“Buying Formula” Theory of Selling

“Behavioral Equation” Theory

Introduction to Personal Selling Process

Steps in Personal Selling Process

Mistakes in Sales

Sales forecasting 12 Topics

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Types of Personal Selling Objectives

Analyzing Market Potential

Market Indexes

Sales Potential and Sales Forecasting

Sales Forecasting Methods

Qualitative Forecasting Methods

Projection of Past Sales

Time-Series Analysis

Exponential Smoothing

Regression Analysis

Econometric Model Building and Simulation

Converting Industry Forecast to Company Sales Forecast

Brand Management 12 Topics

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Introduction

The Meaning of Brands

What is Branding?

Characteristics of Brands

Central Organizing Thought

Slogan

Brand Awareness is not Everything

Advertising 15 Topics

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Introduction

History of Advertising

Functions of Advertising

Negative impact of Advertising

Planning Framework

Creating a Brand Through Advertising

Advertising Must Position the Brand

Brand Positioning through Advertisements

How Advertising Works

Product Positioning as a Marketing Strategy

Bang for the Buck?

Role of Advertising within the Marketing Program

Role of Advertising within the Communication Mix

Other Action Oriented Communications

Integrated Marketing Communications

Consumer Behaviour 23 Topics

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Marketing and Customer Orientation

Diversity in Market Place

Buyer Behavior

Customer Roles

Organisational and Consumer Buying

Consumer Need

Hulls Drives Reduction Theory

Maslow’s Hierarchy of Needs

McClelland’s Three Needs Theory

Consumer Motivation Concept

Values

Means – End Chain Model

Perception Basics

Elements of Perception

The Absolute Threshold

The Differential Threshold

Subliminal Perception

Process of Perception

What is value?

Choosing a Value Proposition

Dynamics of Perception

Perceptual Organization

Consumer Imagery

Marketing Plan 7 Topics

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Introduction

Marketing Plan Aims and Objectives

Content of the Marketing Plan

Progress Measurement

Performance Analysis

Marketing Plans Usage

Marketing Planning Process

Implementation of Marketing Plans 15 Topics

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Marketing Implementation

Marketing Action Plan

The Marketing Plan Outline

Market Segmentation

Market Overview

Competitive Overview:

Writing SWOT

Goals and Objectives

Strategies

Marketing Mix Strategy

Place Strategy

Scheduling

Budgeting

Assignment and Implementation

Tracking Procedures

International Marketing 12 Topics

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Marketing: A Universal Discipline

Principles of Marketing

Management Orientations

Benefits of International Marketing

Forces Affecting Global Integration and Marketing

Marketing Information Requirement

Sources of Market Information

Formal Marketing Research

What Information Is Needed?

Marketing Information System

Problems in International Marketing Research

Other Research Techniques