Marketing Management
This subject is examined in the following Diploma courses:
Topics covered in this unit/subject are as follows:
Topic 1: Introduction to Marketing
Topic 2: Management Marketing Environment
Topic 3: Consumer and Organizational Buyer Behaviour
Topic 4: Market Segmentation Targeting and Positioning
Topic 5: Product Decisions
Topic 6: Pricing Decisions
Topic 7: Distribution Decision
Topic 8: Promotion Decisions
Topic 9: Service Marketing
Topic 10: Emerging trends And Issues In Marketing Management
Introduction
This module unit is intended to equip the trainee with knowledge, skills and attitudes that will enable him/her carry out marketing activities in an organization effectively
General Objectives
At the end of this module unit, the trainee should be able to:
- recognise the importance of marketing management in the achievement of organizational objectives
- apply the principles of marketing in making marketing decisions
- formulate marketing strategies for an organization for the achievement of marketing objectives
- apply marketing management in its context of both internal and external environment
Topic 1: Introduction to Marketing Management
- Meaning of marketing management
- Marketing concepts
- Importance of customer relationships and customer satisfaction in an organization
- Role of marketing in society
- Tasks performed by marketing managers
- The 8 ps of marketing
Topic 2: Marketing Environment
- Meaning of marketing environment
- Component of marketing environment
- Effects of the environmental factors to the marketing activities of an organization
Topic 3: Consumer and Organizational Buyer Behaviour
- Meaning of consumer markets and organizational markets
- Importance of studying consumer behaviour
- Factors influencing consumer and organizational buying behavior
- Decision making process for consumer and organizational markets for new products
- Role players in decisions process
- Types of buying decision for consumers and organizational markets
Topic 4: Market Segmentation Targeting and Positioning
- Meaning of segmentation targeting and positioning
- Bases of segmenting markets
- Requirement for effective segmentation
- Market targeting strategies
- Product positioning process
Topic 5: Product Decisions
- Meaning of product
- New product development process
- Levels of a product
- Product decisions
- Marketing strategies for the adoption process, product life cycle and adaptor categories
- Causes of new product failure
Topic 6: Pricing Decisions
- Meaning of price
- Price strategies
- Factors affecting price decisions
- Steps involved in the pricing process
- Reaction to price changes
Topic 7: Distribution Decision
- Meaning of distribution
- Types of intermediaries
- Functions of intermediaries
- Role of retailing and wholesaling
- Importance of channel integration and market systems
- Causes of conflict and reasons for cooperation and competition
- Importance of Marketing logistics
- Role of e-commerce in distribution
Topic 8: Promotion Decisions
- Meaning of promotion mix
- Elements of promotion mix
Topic 9: Service Marketing
- Meaning of services
- Characteristics of services
- Elements of service mix
- Marketing strategies used by service firms
- Ways of managing service quality
- Ways of developing brands strategies for services
- Product support services management
Topic 10: Emerging trends And Issues in Marketing Management
- Emerging trends and issues in marketing management
- Challenges posed by the trends and issues in marketing management
- Ways of coping with the challenges posed by the trends and issues in marketing management
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