Course Directory > Sales, Marketing and Customer Service

Managing Marketing

Overview

Marketing is a diverse and sophisticated discipline. This program provides underpinning theory that enables participants to further develop their marketing expertise. It is especially recommended for those holding or seeking senior or general management positions who require knowledge of the role of marketing in an organisation without being functionally responsible for it.

Designed For

This program has been developed for senior managers who have an undergraduate degree in a professional discipline or substantial managerial experience.

Content

• Introduction to marketing and the marketing concept
  
• Marketing elements
  
• Consumer behaviour
  
• Product and people
  
• Price and place
  
• Communication and promotion
  
• Market information and market research
  
• The integrated marketing mix
  
• The marketing planning process
  
• Services marketing
  
• E marketing
  
• Global marketing
  

Learning Outcomes

• Understand and apply the concepts, core principles, theories, functions and terminology of the marketing discipline
  
• Identify and analyse the role and responsibilities of marketing within contemporary organisations
  
• Understand and evaluate the full range of marketing sub-disciplines and the unique perspectives and effectiveness of the marketing practices in each
  
• Assess the scope and role of market research in effective managerial decision making
  
• Understand and analyse the complexity of marketing environments and the effect of that complexity in marketing decisions
  
• Evaluate and apply marketing concepts and models and identify their influence in the marketing mix
  
• Develop a marketing brief
  
• Devise and implement marketing research methodologies in the formulation of a marketing plan
  

Related Information

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