Module objectives

• To study main concepts of marketing.
• To give understanding how to make market segmentation, market targeting, and market positioning.
• To show the role marketing management plays in the company’s strategy planning.
• To apply the concept of the product life cycle and consumer decision journey.
• To learn practice of marketing management process by case studies.

Outline

• Defining Marketing and the marketing process
• Is it necessary to have a marketing strategy?
• Is it necessary to make a market research?
• Creating and capturing customer value.
• Marketing management: marketing mix and pricing
• Main principles of marketing management
• Developing an integrated marketing mix.
• Analyzing the marketing environment: identification, classification, analysis
• Market segmentation.
•  Target market.
• Market positioning.
• Defining marketing channels
• The nature and importance of marketing channels.
• Delivering customer value.
• Types of marketing: Direct and online marketing.
  • Forms of direct marketing.
  • Setting up an online marketing presence
  • Building direct customer relationships.