Marketing Dynamics: Effective Customer & Client-Driven Value, Orientation & Strategy-(Diploma-Postgraduate)

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (1)

Module 1: Marketing: Creating and Capturing Customer Value

· Defining and Deconstructing Marketing

· Understanding the Marketplace and Customer Needs

· Designing a Customer-Driven Marketing Strategy

· Preparing an Integrated Marketing Plan and Program

· Building Customer Relationships

· Capturing Value from Customers

· The Changing Marketing Landscape

Module 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

· Companywide Strategic Planning: Defining Marketing’s Role

· Designing the Business Portfolio

· Planning Marketing: Partnering to Build Customer

· Relationships

· Marketing Strategy and the Marketing Mix

· Managing the Marketing Effort

· Measuring and Managing Return on Marketing Investment

Module 3: Analysing the Marketing Environment

· The Company’s Microenvironment

· The Company’s Macro-environment

· Demographic Environment

· Economic Environment

· Natural Environment

· Technological Environment

· Political and Social Environment

· Cultural Environment

· Responding to the Marketing Environment

Module 4: Managing Marketing Information to Gain Customer Insights

· Marketing Information and Customer Insights

· Assessing Marketing Information Needs

· Developing Marketing Information

· Marketing Research

· Analyzing and Using Marketing Information

· Other Marketing Information Considerations

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (2)

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (2)

· Consumer Markets and Consumer Buyer Behavior

· Model of Consumer Behavior

· Characteristics Affecting Consumer Behavior

· The Buyer Decision Process

· The Buyer Decision Process for New Products

· Business Markets and Business Buyer Behavior

· Business Markets

· Business Buyer Behavior

· The Business Buying Process

· E-Procurement

Module 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

· Customer-Driven Marketing Strategy

· Market Segmentation

· Market Targeting

· Differentiation and Positioning

Module 7: Products, Services, and Brands: Building Customer Value

· What is a Product?

· Product and Service Decisions

· Services Marketing

· Branding Strategy: Building Strong Brands

Module 8: Developing New Products and Managing the Product Life Cycle

· New-Product Development Strategy

· The New-Product Development Process

· Managing New-Product Development

· Product Life-Cycle Strategies

· Product Decisions and Social Responsibility

· International Product and Services Marketing

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (3)

Module 9: Pricing: Understanding and Capturing Customer Value

· What is a Price?

· Customer Perceptions of Value

· Company and Product Costs

· Other Internal and External Considerations Affecting Price Decisions

· New-Product Pricing

· Product Mix Pricing

· Price-Adjustment Strategies

· Price Changes

Module 10: Marketing Channels: Delivering Customer Value

· Supply Chains and the Value Delivery Network

· The Nature and Importance of Marketing Channels

· Channel Behavior and Organization

· Channel Design Decisions

· Channel Management Decisions

· Marketing Logistics and Supply Chain Management

Module 11: Retailing and Wholesaling

· Retailing

· Retailer Marketing Decisions

· Retailing Trends and Developments

· Wholesaling

Module 12: Communicating Customer Value: Advertising and Public Relations

· The Promotion Mix

· Integrated Marketing Communications

· Advertising

· Setting Advertising Objectives

· Setting the Advertising Budget

· Developing Advertising Strategy

· Evaluating Advertising Effectiveness and Return on Advertising Investment

· Other Advertising Considerations

· Public Relations

· Major Public Relations Tools

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (4)

Module 13: Communicating Customer Value: Personal Selling and Sales Promotion

· The Nature of Personal Selling

· The Role of the Sales Force

· Managing the Sales Force

· The Personal Selling Process

· Sales Promotion

Module 14: Direct and Online Marketing: Building Direct Customer Relationships

· Growth and Benefits of Direct Marketing

· Customer Databases and Direct Marketing

· Forms of Direct Marketing

· Online Marketing

· Setting up an Online Marketing Presence

· The Promise and Challenges of Online Marketing

· Public Policy Issues in Direct Marketing

Module 15: The Global Marketplace

· Looking at the Global Marketing Environment

· Deciding Whether to Go Global

· Deciding Which Markets to Enter

· Deciding How to Enter the Market

· Deciding on the Global Marketing Program

· Deciding on the Global Marketing Organization

Module 16: Sustainable Marketing: Social Responsibility and Ethics

· Sustainable Marketing

· Social Criticisms of Marketing

· Consumer Actions to Promote Sustainable Marketing

· Business Actions Toward Sustainable Marketing

· Marketing Ethics

· The Sustainable Company