Effective Marketing Management & Research Methods

Day 1: Marketing concepts

• Marketing management defined

• Evolution of the marketing concept

• Differences between marketing and selling

• Scope of marketing management

• Setting the scene: the marketing mix

• Using the 4Ps marketing mix model

Day 2: Marketing audit and planning

• Understanding the marketing environment

• Various marketing analysis techniques

  • 'PESTLE' analysis

  • 'SWOT' analysis

  • The five forces model (M. Porter)

  • Customer analysis

  • Competitive analysis

• The marketing audit

• Marketing planning

Day 3: Market segmentation, targeting, and positioning

• Market segmentation defined

• Basis of market segmentation (B2C)

• Basis of market segmentation (B2B)

• Criteria for successful segmentation

• Market targeting

• Market positioning

• Steps in market segmentation, targeting, and positioning

Day 4: Marketing communication and campaigns

• Elements of the communication process

• Steps in creating a promotional campaign

• The goals and tasks of promotion

• The 'AIDA' concept

• Setting the advertising budget

• The various media types

• Media scheduling

• Evaluating promotional campaigns

Day 5: The Product Life Cycle (PLC): a strategic approach

• The PLC concept

• Marketing strategies for PLC

• The promotion mix and marketing objectives

• Characteristics promotion mix elements

• Promotion mix strategies across the PLC

• Push and pull strategies

Marketing research

• Marketing research defined

• The marketing research process

• Secondary and primary data

• Questionnaire design

• Forms of survey research