• Define the nature and concept of marketing in a competitive environment.
• Understand the process of planning for marketing activities.
• Apply the techniques used in assessing market opportunities.
• Gather information necessary for implementing successful marketing strategies.
• Understand the implications of the 4Ps in marketing.

Understanding Marketing Management

• The Scope of Marketing
  
• Defining Marketing
• Core Marketing Concepts

The Process of Strategic Planning in Marketing

• The Marketing Mission
  
• Objectives and Goals
• Marketing Audit
• Strategic Alternatives
• Marketing Assumptions

Market Segmentation

• The Importance of Market Segmentation
  
• The Benefits of Market Segmentation
• Steps in Market Segmentation
• Market Targeting and Product Positioning

Total Product Concept

• The Product Life Cycle (PLC) Concept
  
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage Promotion Mix Strategies
• Personal Selling
• Advertising
• Sales Promotion
• Public Relations
• Linking the Promotion Mix to PLC Strategies

Organizing and Managing the Distribution Channel

• Kinds of Distribution Channels
  
• Choosing the Best Channel
• The Role of the Marketing Distribution Channels

Building the Competitive Advantage

• Superior Product or Service
  
• Superior Assets
• Low Cost Operator
• Innovation
• Global Skills
• Scales Advantages
• Attitude
• Superior Relationships
• Risk Management
• Vision

Marketing professionals, corporate executives, marketing managers, advertising managers, product managers, sales personnel, and others who are involved in marketing activities at all levels of the organization.

This program is worth 27 CPD hours.