Marketing Dynamics: Effective Customer & Client-Driven Value, Orientation & Strategy-1- (Diploma-Postgraduate)

Course Contents, Concepts and Issues

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