Participants in this course will be able to examine and learn to apply marketing management approaches and tools, used for marketing problem analysis, building on concepts from the introductory course – Principles of Marketing.

Participants will learn to appreciate how to develop and maintain successful marketing strategies and the key role that marketing plays in the creation and distribution of goods and services to businesses and consumers.

On successful completion of this course, participants should be able to:

• Explain strategies that a company can use to produce and deliver customer value and satisfaction
• Explain the design and implementation of a marketing information system
• Examine strategies to protect a brand through positioning and building brand equity
• Estimate both current and future demand for a product
• Evaluate competitive strategies for driving growth
• Evaluate marketing strategies consistent with the product’s life cycle and market evolution
• Explain strategies for introducing new market offerings
• Discuss the approaches for implementation of pricing strategies and programmes
• Assess the design and management of integrated marketing communications strategies and programmes
• Evaluate the use of mass & digital media communication strategies
• Explain implementation of a holistic marketing organization strategy for the long-term
• Create a marketing plan