Course Brief

In highly competitive markets the success or failure of a product or service may be determined by the marketing decisions you take. This course will help you make the right ones.

  • 50 - 60 Contact Hours
Topics covered


  • The marketing management process.
  • Corporate strategies and their marketing implications.
  • Business strategies and their marketing implications.
  • Environmental analysis: tools to identify attractive markets.
  • Industry analysis and competitive advantage.
  • Understanding consumer buying behaviour.
  • Understanding organisational markets and buying behaviour.
  • Measuring market opportunities: forecasting and market research.
  • Market segmentation and target marketing.
  • Positioning.
  • Product decisions.
  • Pricing decisions.
  • Distribution channel decisions.
  • Integrated promotion decisions.
  • Marketing strategies for new market entries.
  • Marketing strategies for growth markets.
  • Marketing strategies for mature and declining markets.
  • Organising and planning for effective implementation.
  • Measuring and delivering marketing performance.