The Marketing Environment
- Understanding the external environment
- Understanding the performance environment
- Understanding the internal environment
- Marketing audit
- Strategic marketing planning – activities
- Managing and controlling marketing programmes
- Marketing planning
Market Segmentation and Positioning
- The STP process
- Market segmentation in consumer markets
- Segmentation in business markets
- Target markets
- Segmentation limitations
International Market Development
- International market development: a growth strategy
- International competitive strategy
- International market selection
- International marketing environment
- Market entry selection criteria
New Proposition Development and Innovation
- Product levels
- Classifying products
- Product range, line, and mix
- Product lifecycles
- Development propositions for products and services
- Service development
- The process of adoption
- Diffusion theory
Price and Customer Value Decisions
- Price elasticity of demand
- The concept of pricing and cost
- The relationship between pricing and propositional costs
- Pricing management
Configuring the Marketing Communications Mix
- Selecting the right tools
- Marketing communications messages
- The media
- Other promotional methods and approaches
- Integrated marketing communications
Digital and Social Media Marketing
- Evolution of the internet
- Evolution of social media
- Digital marketing communications
- Legal and ethical considerations
- How brands work: associations and personalities
- Brand names
- Types of brand
- Branding strategies
- How to build brands
- Brand co-creation
- Sector branding
- Brand equity
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
Upon completion of this course, you will be able to understand:
- Three core areas of the marketing environment.
- Key characteristics associated with the marketing environment.
- PESTLE analysis and how it is used to understand the external environment.
- The environmental scanning process.
- Porter’s Five Forces industry analysis model.
- How to analyse an organisation’s product/service portfolio to aid resource planning.
- The strategic planning process and the key influences that shape marketing strategy.
- How to analyse current conditions, and formulate marketing strategies.
- Different types of strategic marketing goals and associated growth strategies.
- Concepts associated with strategic market action.
- The main issues associated with strategy implementation, including the principles of marketing metrics.
- Key elements of a marketing plan.
- Principles of market segmentation and the STP process.
- The characteristics and differences between market segmentation and product differentiation.
- Consumer and business-to-business market segmentation.
- Different targeting strategies.
- The concept of positioning.
- How the use of perceptual maps can assist in the positioning process.
- International market development as a market growth strategy.
- Different forms of international marketing strategy.
- Key drivers for international market development.
- Criteria used to identify and select international markets.
- How environmental factors influence the choice of international marketing strategy decisions.
- Various international market entry methods.
- Different levels of a proposition.
- Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
- The relationship between product and service offerings and the product-service spectrum.
- Processes and issues associated with innovating new propositions.
- How new propositions are adopted by markets.
- The concept of price elasticity of demand.
- Price, and its relationship with costs, quality, and value.
- How customers perceive price.
- Pricing strategies and how to price new offerings.
- Cost-, competitor-, demand-, and value-oriented approaches to pricing.
- How pricing operates in the business-to-business setting.
- The role and configuration of the marketing communications mix.
- Characteristics of each of the primary tools, messages, and media.
- Criteria that should be used to select the right communications mix.
- The changing marketing communications landscape.
- Principles and issues associated with integrated marketing communications.
- Digital marketing and social media marketing.
- How digitisation is transforming marketing practice.
- Key techniques in digital marketing and social media marketing.
- How practitioners measure the effectiveness of social media marketing.
- Crowdsourcing and how it can be harnessed for marketing.
- Characteristics and principal types of brands and branding.
- Ways in which brands work through associations and personalities.
- How branding has evolved, utilising relational, and co-creation perspectives.
- How brands can be built.
- Principal issues associated with branding in services, B2B, internal, and global contexts.
- Issues and activities associated with brand equity and why branding is important to marketing messages.
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£3865 + VAT