Marketing
John Mullins, Orville Walker and Harper Boyd
In highly competitive markets the success or failure of a product or service may be determined by the marketing decisions you take. This course will help you make the right ones.
The course will enable you to analyse and critically evaluate marketing problems and opportunities. It will also help you develop and implement marketing strategies and programmes which take best advantage of your firm's situation.
Topics covered
- The marketing management process.
- Corporate strategies and their marketing implications.
- Business strategies and their marketing implications.
- Environmental analysis: tools to identify attractive markets.
- Industry analysis and competitive advantage.
- Understanding consumer buying behaviour.
- Understanding organisational markets and buying behaviour.
- Measuring market opportunities: forecasting and market research.
- Market segmentation and target marketing.
- Positioning.
- Product decisions.
- Pricing decisions.
- Distribution channel decisions.
- Integrated promotion decisions.
- Marketing strategies for new market entries.
- Marketing strategies for growth markets.
- Marketing strategies for mature and declining markets.
- Organising and planning for effective implementation.
- Measuring and delivering marketing performance.
