COURSE DESCRIPTION

This course will draw on professional real-life concepts and examples. It will address different paths to marketing management, including how to attract clients and manage your businesses marketing front.

Delegates will examine the key principles and concepts of marketing and are introduced to marketing in a variety of contexts including not-for-profit, international, services, and environmental issues.

Topics include:

ü  Marketing strategy, Marketing research, Customer relationship marketing, Market segmentation, Branding, Pricing strategies, Channels of distribution, Integrated marketing communications, international marketing.

 

LEARNING OBJECTIVES

After successfully completing the course, students will be able to:

ü  Explain the key principles and concepts of marketing.

ü  Construct an effective marketing strategy, including a marketing mix, for a product/service.

ü  Interpret marketing research information to improve the timing, accuracy, and quality of the firm’s decision-making.

ü  Apply knowledge of the consumer decision process and factors that influence this decision process to construct effective marketing campaigns and strategies.

ü  Analyze appropriate segmentation criteria to discover promising market niches and effectively position a product / service.

ü  Evaluate brand attributes to craft a brand position.

ü  Develop an attractive marketing offer by using unique combinations of product attribute variables. • Evaluate pricing strategies to appropriately price a product or service.

ü  Design an effective channel of distribution for a product.

ü  Plan an integrated marketing communications campaign that uses a range of mass communications media that are well-suited to reach the target market.

ü  Plan an integrated marketing communications campaign that uses a range of personal communications media that are well-suited to reach the target market.

ü  Develop an effective marketing strategy for launching a domestic product into an international market.

 

Course outline

ü  Marketing Management in the 21st Century

ü  Marketing Strategies and Plans

ü  Marketing Research and Metrics

ü  Customer Markets

ü  Segmentation and Targeting

ü  Brand Differentiation and Positioning

ü  The Product

ü  Pricing

ü  Place

ü  Mass Communications and Promotion

ü  Personal Communications

ü  Global Markets

 

Required Textbook

Kotler, P., Keller, K. L., Sivaramakrishnan, S., & Cunningham, P. H. (2013). Marketing management(14th ed., Cdn). Toronto, ON: Pearson.ISBN-13: 978-0-13-216107-7