Marketing Management

Course Outline

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
• Crowdsourcing
• Legal and ethical considerations

Branding Decisions

• How brands work: associations and personalities
• Brand names
• Types of brand
• Branding strategies
• How to build brands
• Brand co-creation
• Sector branding
• Brand equity

Target audience

• Chief Communications Officers
• Marketing and communications directors, managers, executives and staff.

Learning outcomes

Upon completion of this course, you will be able to understand:

• 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.

Also see

To explore LBTC’s full range of Marketing courses, click the link below:

Full range of Marketing courses.