History, Definition & Concept of Marketing

·       History of Marketing

·       Constant Change in Marketing

·       Widespread Adoption of Marketing

·       Lack of Marketing Excellence

·       Lay Definitions of Marketing

·       Professional Marketer’s Definitions

·       Marketing: Art or Science?

·       Research Needs & Wants

·       Exchange

·       Lifetime Relationships

·       Competitive Markets

Segmentation, Positioning and the Marketing Mix

·          What is Segmentation?

·          Why Segment?

·          How to Segment

·          How to Target

·          What is the Market?

·          What is Positioning?

·          How to Position?

·          What is the Marketing Mix?

·          Different Approaches

·          Mixing the Mix

·          The Ever Changing Mix

Marketing Planning

·          Why Plan?

·          Corporate V Marketing Planning

·          Resources Required: 3M’s

·          Outline Plan

·          Situation Analysis

·          Objectives

·          Strategy

·          Tactics

·          Action

·          Control

·          SOSTAC in the Real World

Buyer Behaviour

·          Introduction to Consumer Behaviour

·          Types of Consumer Buying Situation

·          Consumer Buying Process

·          Major Factors of Influence

·          Social & Cultural Factors

·          Psychological Factors

·          Personal Factors

·          Introduction to Organisational Buyer Behaviour

·          Types of Organisational Buying

·          Organisational Buying Process

·          Major Factors of Influence

Marketing Research

·          Information needs & Decision Making

·          Marketing Information System

·          Roles/Types of Market Research

·          Marketing Research Process

·          Secondary Research: Internal Sources

·          Secondary Research: External Sources

·          Primary Research: Qualitative Methods

·          Primary Research: Quantitative Methods

·          Consumer Marketing Research Applications

·          Industrial Marketing Research

·          Applications of I.T

·          Low Tech Common Sense

Product Decisions

·          What is a Product?

·          Product Quality

·          Product and the Marketing Mix

·          Product Lines & Product Mixes

·          Product Portfolio

·          NPD Process

·          Diffusion of Innovations

·          Product Life Cycle

·          Product Design

·          Packaging Design

·          Product Design Research

·          Pack Design Research

Service Decisions

·          Growth & Importance of Services

·          Characteristics of Services

·          Classification of Services

·          Quality of Services

·          The Extended Mix

·          People

·          Physical Evidence

·          Processes

·          Service Mix Portfolio

·          Distributing Services

·          Communicating Services

·          Pricing a Service

Pricing Decisions

·          Price and the Marketing Mix

·          Pricing Objectives

·          Pricing Strategies

·          Multiple Factors Affect Prices

·          The Three Cs

·          Costs

·          Competition

·          Customers

·          Cost Orientated Approach

·          Market Orientated Approach

·          Systematic Approach

·          Pricing Problems

Distribution Decisions

·          Importance of Distribution

·          Types of Distribution

·          Physical Distribution/Logistics

·          Distribution Strategies

·          Distributors

·          Retailers

·          Sales Force

·          Direct Marketing

·          Selecting Distribution Channels

·          Selecting Channel Members

·          Controlling Channel Members

·          Motivating Channel Members

Integrated Marketing Communications

·          What is IMC?

·          Benefits of IMC

·          Barriers to IMC

·          Communications Theory

·          Tools

·          2-D Tools

·          3-D Tools

·          4-D Tools

·          5-D Tools

·          M-D Tools

·          Golden Rules

·          IMC in the Real World