Marketing Management

Course Objectives

• Understand the principles of marketing
• Analyze the four “Ps” of the marketing mix
• Interpret customer relationships and value through marketing
• Evaluate the role of ethics and social responsibility in marketing
• Identify consumer behaviors
• Recognize market opportunities
• Develop a marketing process
• Write a marketing plan

What You Learn

• Marketing concepts and functions
• Marketing’s role in for-profit and non-profit organizations
• Marketing mix
• Business-to-business (B2B) marketing
• Marketing research
• Marketing information systems
• Consumer demographics, differentiation and positioning
• Consumer buying behavior
• Internet marketing
• Industrial and institutional customers
• Market segmentation
• Product planning
• Branding and packaging
• Distribution
• Wholesaling and retailing
• Promotion
• Pricing decisions
• International marketing

How You Learn

• Lectures
• Group discussions
• Case studies

Is This Course Right for Me?
This course is designed for those who are considering a career in marketing, sales, advertising or related areas, as well as for those who are already employed in the marketing field but want to gain further marketing knowledge to enhance their career opportunities.