Diploma in Marketing

Size: px
Start display at page:

Download "Diploma in Marketing"

Transcription

1 Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1

2 Unit 1 to Marketing The unit 1 covers the following topics: Marketing Concepts (Production concept, Product concept, Sales concept, Marketing concept, Societal concept) The Marketing Mix Difference between Selling & Marketing Importance of Marketing Marketing Jobs Unit 2 Marketing Environment The unit 2 covers the following topics: The Marketing Atmosphere (The External Atmosphere, Situation Analysis) The Micro-Environment (The Opposition, Clients, Suppliers, Intermediaries, Publics) The Macro-Environment (Demographic factors, Economic Factors, Political Factors, Legal Factors, Socio-cultural factors, Ecological and geographical factors, Technological factors) The Internal Environment Unit 3 Markets and Market Segmentation The unit 3 covers the following topics: What is a Market? Market Types and Characteristics (Consumer Markets, Organisational Markets, Main Features of Organisational Markets) What is market Segmentation? Importance of Market Segmentation Requirements for Segmenting a Market Diploma in Marketing Course Structure Contents Page 2

3 Bases for Segmentation (Bases for Segmenting Consumer Markets, Geographic Segmentation, Demographic Segmentation, Psychographic Segmentation, Behaviouristic Segmentation, Bases of Segmenting Organisational Markets, Type of Customer, Customer Size, Type of Buying Situations) Unit 4 Consumer Behaviour The unit 4 covers the following topics: Meaning of Consumer Behaviour Importance of Understanding Consumer Behaviour Types of Consumers Buyer Versus User Factors Influencing Consumer Behaviour (Psychological Factors, Physiological Needs, Safety Needs, Social Needs, Esteem needs, Self-actualisation Needs, Personal Factors, Demographic Factors and Life-cycle Stage, Education and Occupation, Income, Personality, Life style, Social Factors, Reference Group, Family, Roles, Status, Opinion Leaders, Cultural Factors, Cultural Factors, Sub-Cultures, Social Class) Consumer Buying Process Unit 5 Market Research The unit 5 covers the following topics: The Need for Market Research The Research Process Approaching Respondents (Qualitative Research, Quantitative Research, Surveys, Interview technique, Sources of Bias, Sampling Bias, Interviewer Bias) Analysing the Results (Qualitative Data Analysis, Quantitative Data Analysis) Diploma in Marketing Course Structure Contents Page 3

4 Unit 6 Marketing Planning, Implementation and Control The unit 6 covers the following topics: The Marketing Planning Process The Marketing Audit Corporate Objectives Tactical Planning Promotional Strategies (Push Strategies, Pull Strategies) Setting the Budget Monitoring and Evaluating Marketing Performance Feedback Systems Unit 7 Product Development and Product Life Cycle The unit 7 covers the following topics: Value of Product Innovation New Product Development (Generating an Idea, Idea Vetting, Concept Development and Testing, Business Analysis) Product Development and Marketing Strategy Development (Market Testing, Commercialisation) Reasons for Product Failure Product Life Cycle (PLC) (Introductory Stage, Growth Stage, Maturity Stage, Decline or Obsolescence Stage) Marketing Strategies at Different Stages of PLC (Growth Stage, Maturity Stage, Declining Stage) Diploma in Marketing Course Structure Contents Page 4

5 Unit 8 Product Pricing Strategies The unit 8 covers the following topics: Function and Value of Price Pricing Objective (Profit-oriented Objectives, Sales Volume-oriented Objectives, Other Objectives) Factors Affecting Price Determination (Product value to the buyer, Product Costs, Types of Costs, Competition, Legal Considerations, Other Elements of Marketing) Basic Methods of Price Determination (Cost-oriented Pricing, Break-even Analysis and Target-profit Pricing, Demand-oriented Pricing, Differential Pricing, Competitionoriented Pricing, Going Rate Pricing) Unit 9 Branding and Packaging The unit 9 covers the following topics: Branding (Meaning and Importance, Brand Name versus Trade Mark, Advantages and Disadvantages, Advantage, Buyers, Sellers, Societal View, Disadvantages, Buyers, Sellers, Society, Branding Decisions, Selecting a Good Brand Name) Packaging (What is Packaging?, Packaging Industry, Functions of Packaging, Protection, Appeal, Performance, Convenience, Cost effectiveness, Criticism of Packaging, Legal Dimensions) Unit 10 Channels of Distribution The unit 10 covers the following topics: What is a Channel of Distribution? Functions of Channels of Distribution Diploma in Marketing Course Structure Contents Page 5

6 Channels of Distribution Used (Direct Channel, Indirect Channels, Channels of Distribution Used for Consumer Goods, Channels of Distribution Used for Industrial Goods) Factors Influencing the Choice of Channel (Product Considerations, Market Considerations, Middleman Considerations, Company Considerations) Unit 11 Crisis Public Relations Management The unit 11 covers the following topics: (Crisis Public Relation Management: The Context) Crisis Public Relations Management VS Operational Effectiveness Where do Crises come from? What are the real costs of a crisis?, Management distraction, Labour/employee concern, Political backlash, Legal actions, Customer reactions) Crises in action What actually happens and how does it feel? (Communicating during a crisis, Concern, Clarity, Control, Confidence, Competence) How will the media react? The internet and public relations crisis management How to Prepare for a Crisis (Crisis audit, Crisis manual, Crisis simulation and training) Key principles in crisis management (Crisis management principles, Centralize or at least control, Isolate a crisis team from daily business concerns, Assume a worst-case planning position, Do not fully depend on one individual, Always resist the combative instinct, Understand why the media are there, Remember all constituents (stakeholders), Contain the problem, Recognize the value of short-term) Unit 12 Personal Selling and Sales Promotion The unit 12 covers the following topics: What is Personal Selling? Importance of Personal Selling Selling Theories (The AIDA Theory, Right Set of Circumstances Theory, Buying Formula Theory) Diploma in Marketing Course Structure Contents Page 6

7 The Personal Selling Process (Prospecting, The Pre-approach, The Approach, The Presentation, Objection Handling, Closing the Sale, Follow up) Qualities of a Good Salesperson (Types of Personal Selling, Order Taking, Order Getting, Sales Support Positions, How Salespersons are Different from Others?, Qualities of a Good Salesperson) Sales Promotion (Importance of Sales Promotion, Limitations of Sales Promotion, Major Sales Promotion Tools, Consumer Promotion, Trade Promotion, Sales Force Promotions) Unit 13 Advertising and Publicity The unit 13 covers the following topics: What is advertising? (Salient features of the definition are as follows) Objectives of Advertising (Generalised Objectives, Specific Objectives, Communication Objectives of Advertising) Benefits of Advertising Parties Involved in Advertising (Advertisers, Advertising Agencies, Support Organisations, Media, Consumers) Advertising Media Decisions (Types of Media, Print Media, Newspapers, Magazines, Direct Media, Direct advertising Media, Direct Mail, Advertising specialities, Directory advertising, Outdoor Media, Neon signs and electric display, Exhibitions, Show-cases displaying, Media Selection) Publicity (What is Publicity?, Difference between Publicity and Advertising, Advantages and Limitations, Advantages, Limitations, Generating Publicity) Diploma in Marketing Course Structure Contents Page 7

8 Unit 14 Promotion Mix The unit 14 covers the following topics: Meaning and Importance of Promotion The Communication Process (Elements of Communication Process, Step in Communication Process, Identifying the Target Audience, Determining the Response Sought, Collecting Feedback) Concept of Promotion Mix? (Components of Promotion Mix, Comparison of the Components of Promotion Mix) Factors Affecting the Promotion Mix (Product Related Factors, Product type and unit price, Customer Related Factors, Organisation Related Factors, Marketing channel and promotion Strategy, Situation Related Factors) Diploma in Marketing Course Structure Contents Page 8

Marketing (Marketing Principles)

Marketing (Marketing Principles) Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the

More information

Unit 4: Marketing Principles

Unit 4: Marketing Principles Unit 4: Marketing Principles Unit code: F/601/0556 QCF level: 4 Credit value: 15 credits Aim This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles

More information

MARKETING INTERMEDIATE LEVEL

MARKETING INTERMEDIATE LEVEL Syllabus MARKETING INTERMEDIATE LEVEL Proposed for examinations sessions starting May 2017 INTERMEDIATE Level, Marketing, MATSEC 1 Syllabus objectives The syllabus is intended to encourage candidates to:

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

CHAPTER V PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH

CHAPTER V PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH CHAPTER V SYNOPSIS PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH Difference Between Selling and Marketing Concept Selling Concept Emphasis is on the product Company first makes the product

More information

Non-personal communication

Non-personal communication Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images

More information

WSTiE. Marketing in Tourism

WSTiE. Marketing in Tourism WSTiE Marketing in Tourism dr Anna Sobczyk-Kolbuch AGENDA 1. Marketing the essence and features. Clasical and modern concepts of marketing 2. Evolution of enterprises` activities on the market the origin

More information

Guide to Market Research and Analysis

Guide to Market Research and Analysis The Orangeville & Area Small Business Enterprise Centre (SBEC) 87 Broadway, Orangeville ON L9W 1K1 519-941-0440 Ext. 2286 or 2291 sbec@orangeville.ca www.orangevillebusiness.ca Supported by its Partners:

More information

Marketing: Mastering the Process

Marketing: Mastering the Process Marketing: Mastering the Process Course Description This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development

More information

The Art of Conversational Sales. Ron Packer www.linkedin.com/ronpacker

The Art of Conversational Sales. Ron Packer www.linkedin.com/ronpacker Social Media Marketing The Art of Conversational Sales Ron Packer www.linkedin.com/ronpacker A Quick Overview Social Media Marketing What is it? Why should you, a business owner, care? How do you create

More information

MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM

MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM TARGET MARKETING STRATEGY: SELECT AND ENTER A MARKET Market fragmentation: The creation of many consumer groups due to a diversity of distinct

More information

Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy: Creating Value for Target Customers Market Segmentation Market Targeting Topic

More information

Market Segmentation, Targeting, and Positioning. Leonard Walletzký

Market Segmentation, Targeting, and Positioning. Leonard Walletzký Market Segmentation, Targeting, and Positioning Leonard Walletzký 5C STP Marketing Mix Marketing framework Customer Company Context Collaborators Competitors Segmentation Targeting Positioning 4P 7P 4C

More information

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s).

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s). The Marketing Plan The most important part of a business plan is the Marketing Plan. To keep one s business on course this plan must be geared toward the business s mission its product and service lines,

More information

Assessment Vocabulary Strategies. Advertiser. Describe three types of positions typically found in an advertising agency.

Assessment Vocabulary Strategies. Advertiser. Describe three types of positions typically found in an advertising agency. What is Advertising (1-2 days) (1) The student knows business concepts and explains how business satisfies economic needs. The student is expected to: (A) Categorize business activities as production,

More information

Bingo glossary marketing mix

Bingo glossary marketing mix Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up

More information

Course Outline. BUSN 5050/1-3 Marketing Management (3,0,0)

Course Outline. BUSN 5050/1-3 Marketing Management (3,0,0) Course Outline Department of Marketing, International Business, Entrepreneurship School of Business and Economics BUSN 5050/1-3 Marketing Management (3,0,0) Calendar Description Students examine the key

More information

Chapter 11: Campaign Management

Chapter 11: Campaign Management Chapter 11: Campaign Management Overview Topics discussed: Campaign Management Process Campaign Planning and Development Campaign Execution Analysis & Control Campaign Feedback 2 Campaign A series of interconnected

More information

MICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES FIELD 036: MARKETING EDUCATION

MICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES FIELD 036: MARKETING EDUCATION MICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES Subarea Marketing Foundations Marketing Functions Technology, Ethics, and Career Development Approximate Percentage of Questions on Test 40%

More information

Course Outcome Summary

Course Outcome Summary Wisconsin Indianhead Technical College Course Outcome Summary Course Information Description Career Cluster Instructional Level Total Credits 3.00 This course focuses on the marketing process as it relates

More information

Preliminary Certificate in Marketing

Preliminary Certificate in Marketing Preliminary Certificate in Marketing April 5 th, 2015 Examination PCM I 2015 85 th Intake, 25 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For

More information

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 Communication (1) The process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.

More information

NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE

NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE B.COMM (HONS) DEGREE IN RISK MANAGEMENT AND INSURANCE STRATEGIC MARKETING OF INSURANCE [CIN

More information

MARKETING FINANCIAL SERVICES

MARKETING FINANCIAL SERVICES MARKETING FINANCIAL SERVICES Building a Better Bank: Strategies for Implementing a Marketing Process Bruce A. Clapp 1120 Connecticut Avenue, N.W. Washington, D.C. 20036 This publication is designed to

More information

Sales Management and Sales 2.0

Sales Management and Sales 2.0 Sales Management and Sales 2.0 Sales Management and Sales 2.0 Sales management Sales management - Managing an organization s personal selling function to include planning, implementing, and controlling

More information

The world changes rapidly and frequently Means each business must stay informed about its Market

The world changes rapidly and frequently Means each business must stay informed about its Market Chapter 7 Section The world changes rapidly and frequently Means each business must stay informed about its Market A group of potential customers people or businesses who are willing and able to purchase

More information

Marketing Planning How to Identify a Target Market and Prepare a Customer Profile

Marketing Planning How to Identify a Target Market and Prepare a Customer Profile Marketing Planning How to Identify a Target Market and Prepare a Customer Profile 1. What You Should Know Before Getting Started In order to market your product or service, it is imperative that you tailor

More information

LCCI International Qualifications. Level 3 Certificate in Selling and Sales Management. Extended Syllabus. Effective from 2007

LCCI International Qualifications. Level 3 Certificate in Selling and Sales Management. Extended Syllabus. Effective from 2007 LCCI International Qualifications Level 3 Certificate in Selling and Sales Management Extended Syllabus Effective from 2007 For further information contact us: Tel. +44 (0) 8707 202909 Email. enquiries@ediplc.com

More information

National Diploma in Sales Management Stage I October 04 th, 2015 Examination

National Diploma in Sales Management Stage I October 04 th, 2015 Examination National Diploma in Sales Management Stage I October 04 th, 2015 Examination Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For Examiner s use only Part

More information

Marketing. Joseph F. Hair, Jr. Carl McDaniel. South-Western College Publishing Thomson Learning,.

Marketing. Joseph F. Hair, Jr. Carl McDaniel. South-Western College Publishing Thomson Learning,. Marketing SECOND EDITION C J Charles W. Lamb, Jr. MJ. Neeley Professor of Marketing MJ. Neeley School of Business Texas Christian University Joseph F. Hair, Jr. Alvin C. Copeland Endowed Chair of Franchising

More information

Marketing Intelligence

Marketing Intelligence Unit 17: Marketing Intelligence Unit code: K/601/0955 QCF level: 4 Credit value: 15 credits Aim The aim of this unit is to enable learners to understand the purchase decision-making process and how marketing

More information

Blackblot PMTK Marketing Review.

Blackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.> Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Marketing Review Document Revision History:

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

How to grow through new and existing customers

How to grow through new and existing customers 10 Minute Guide How to grow through new and existing customers Membership Services Moor Hall, Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: 01628 427500 www.cim.co.uk/marketingresources The Chartered

More information

Why do firms create new products?

Why do firms create new products? Why do firms create new products? 1. Changing Customer Needs: When they add products, services, and processes to their offerings, firms can create and deliver value more effectively by satisfying the changing

More information

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

Level 4 Diploma in Advanced Hospitality and Tourism Management (VRQ) Qualification Syllabus

Level 4 Diploma in Advanced Hospitality and Tourism Management (VRQ) Qualification Syllabus Level 4 Diploma in Advanced Hospitality and Tourism Management (VRQ) Qualification Syllabus Contents Page 1. The Level 4 Diploma in Advanced Hospitality and Tourism Management Syllabus 4 2. Structure of

More information

Lancôme. Jill Rose Lauren Ruegemer

Lancôme. Jill Rose Lauren Ruegemer Lancôme Jill Rose Lauren Ruegemer Solution We suggest: Lancôme follow a differentiated market coverage strategy by introducing Lancôme Hyp. Lancôme change consumers perceptions and preferences for higher

More information

Postgraduate Diploma in Digital Marketing. Awarded by University of California Irvine Extension

Postgraduate Diploma in Digital Marketing. Awarded by University of California Irvine Extension Postgraduate Diploma in Digital Marketing Awarded by University of California Irvine Extension 2 Accelerate your Career Improve Your Career Options with a Professional Postgraduate Diploma University of

More information

MARKETING COURSES Student Learning Outcomes 1

MARKETING COURSES Student Learning Outcomes 1 MARKETING COURSES Student Learning Outcomes 1 MKT 371: Consumer and Buyer Behavior 1. Compare and contrast different perspectives that characterize the study of consumer behavior (e.g. cognitive vs. behavioral).

More information

Principles of Marketing

Principles of Marketing GLOBAL EDITION Principles of Marketing FIFTEENTH EDITION Philip Kotler Gary Armstrong ALWAYS LEARNING PEARSON Brief Contents Preface 16 Part 1 Defining Marketing and the Marketing Process 24 1 Marketing:

More information

ADVERTISING IN PROMOTIONAL MIX

ADVERTISING IN PROMOTIONAL MIX ADVERTISING IN PROMOTIONAL MIX 1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools

More information

1.Because e-commerce is ubiquitous it reduces A. marketspace. B. transaction costs. C. dynamic pricing. D. price discrimination.

1.Because e-commerce is ubiquitous it reduces A. marketspace. B. transaction costs. C. dynamic pricing. D. price discrimination. 1.Because e-commerce is ubiquitous it reduces A. marketspace. B. transaction costs. C. dynamic pricing. D. price discrimination. 2. The ability of consumers to use the Internet to discover the actual costs

More information

Marketing strategy & marketing plan

Marketing strategy & marketing plan Marketing strategy & marketing plan What is a marketing strategy and why is it important? Put simply, marketing is everything that your organisation does to get potential customers, funders and beneficiaries

More information

Marketing: Helping Buyers Buy

Marketing: Helping Buyers Buy Chapter Thirteen Marketing: Helping Buyers Buy McGraw-Hill/Irwin Copyright 2010 by the McGraw-Hill Companies, Inc. All rights reserved. CRICKET LEE Fitlogic Developed a system of clothes sizing called

More information

Measuring and Evaluating Results

Measuring and Evaluating Results Introduction Measuring and evaluating results will provide you and your associates with the vital information you need for making key strategic and tactical decisions prior to, at and after the trade shows,

More information

3.1 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS. Doing Market Research. Market Research; Examples Of Information Needed

3.1 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS. Doing Market Research. Market Research; Examples Of Information Needed 31 MARKET RESEARCH 3 CONDUCTING MARKET RESEARCH; DRAWING THE RIGHT CONCLUSIONS Doing Market Research Market Research; Examples Of Information Needed Market Research 1 Market Research 2 Some Market Research

More information

Making business simple...

Making business simple... Making business simple... Introduction 2 Contents Every business needs a Marketing Plan. This guide has been created to assist you in putting your Marketing Plan together. This guide will help you to indicate

More information

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling Planning the Promotion Advertising and Sales Promotion Public Relations and Personal Selling 2 Chapter Objectives Define event marketing. Explain promotion and the promotional mix in sports marketing.

More information

Integrated Marketing Communication Strategy

Integrated Marketing Communication Strategy Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform

More information

CHAPTER. Market Research. Research? Section What Is Your Competitive Advantage?

CHAPTER. Market Research. Research? Section What Is Your Competitive Advantage? CHAPTER Market Research Section Research? What Is Market Section What Is Your Competitive Advantage? SECTION What Is Market Research? OBJECTIVES Explain why market research is important Consider important

More information

Contents. Chapter 1 Introduction to Sales Management 3-16. Chapter 2 The Sales Organization 17-40. Chapter 3 Sales Functions and Policies 41-54

Contents. Chapter 1 Introduction to Sales Management 3-16. Chapter 2 The Sales Organization 17-40. Chapter 3 Sales Functions and Policies 41-54 Contents Part- I: The Sales Perspective Chapter 1 Introduction to Sales Management 3-16 Chapter 2 The Sales Organization 17-40 Chapter 3 Sales Functions and Policies 41-54 Chapter 4 Personal Selling 55-80

More information

FITNESS INDUSTRY MANAGEMENT Manage the marketing of fitness services and products

FITNESS INDUSTRY MANAGEMENT Manage the marketing of fitness services and products 1 of 9 level: 5 credit: 5 planned review date: December 2002 sub-field: purpose: entry information: accreditation option: moderation option: Fitness People credited with this unit standard are able to:

More information

Validating the Market For Your New Venture

Validating the Market For Your New Venture Validating the Market For Your New Venture A Canadian Innovation Centre How-To Guide 1 What is Market Research? Process of gathering, recording and analyzing data about customers, competitors and market

More information

Effective Marketing Solutions for your Small Business

Effective Marketing Solutions for your Small Business COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Teacher: Lucia Gheorghiu Effective Marketing Solutions for your Small Business Ideas for Today and Tomorrow Dr. Lucia Gheorghiu 1 Effective

More information

Segmentation, Targeting, and Positioning

Segmentation, Targeting, and Positioning Segmentation, Targeting, and Positioning What We Learn? Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting

More information

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions. Foundations of Marketing: B1072: 2012/13 Exam Paper This examination is in TWO sections. SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

More information

What is Small Business Marketing?

What is Small Business Marketing? What is Small Business Marketing? Small Business Marketing (definition) Business activities that direct the creation, development, and delivery of a bundle of satisfaction from the creator to the targeted

More information

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise.

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise. Principles of Marketing Lecture 13a: al Mix Decisions: Advertising and Sales Target Market Product Place Price Personal Selling Mass Selling Sales Advertising Publicity The Traditional Communication Model

More information

CTSO Course Alignments: Advertising and Public Relations

CTSO Course Alignments: Advertising and Public Relations CTSO Course Alignments: Advertising and Public Relations Below you will find standards for the Advertising and Public Relations course aligned with competitive events from appropriate career and technical

More information

Copyright Falcon Writing 1 of 5

Copyright Falcon Writing 1 of 5 Guidelines for Developing Effective Advertising Preliminary audit questions to assess the importance and status of our advertising: What is the sales & growth of our promotion & advertising? - Advertising

More information

Marketing Research and Planning. Consumer Buying Process. Four Types of Buying Behavior. Decision Making Sets

Marketing Research and Planning. Consumer Buying Process. Four Types of Buying Behavior. Decision Making Sets ing Research and Planning research: basic concepts and methods April 26, 2007 1 2 3 5 Selfactualization (self-development and and realization) 4 Esteem needs (self-esteem, recognition) Social needs (sense

More information

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Mark Glein, PhD, Marketing Florida State University Marketing Plan

More information

OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT

OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT OME 211: PRINCIPLES OF MARKETING COURSE OUTLINE INTRODUCTION This course introduces students to the concept and principles of marketing. In doing

More information

Continuous Customer Dialogues

Continuous Customer Dialogues Continuous Customer Dialogues STRATEGIES FOR GROWTH AND LOYALTY IN MULTI-CHANNEL CUSTOMER-ORIENTED ORGANIZATIONS whitepaper TABLE OF CONTENTS: PAGE Overview...3 The Continuous Customer Dialogue Vision...4

More information

The Role of Market Analysis in Developing Efficient Marketing Audit

The Role of Market Analysis in Developing Efficient Marketing Audit Abstract The Role of Market Analysis in Developing Efficient Marketing Audit Violeta Radulescu Lecture, PhD, Academy of Economic Studies, Bucharest E-mail: vio.radulescu@yahoo.com Marketing Audit is an

More information

Chapter 2 INDUSTRIAL BUYING BEHAVIOUR: DECISION MAKING IN PURCHASING

Chapter 2 INDUSTRIAL BUYING BEHAVIOUR: DECISION MAKING IN PURCHASING Chapter 1 THE ROLE OF PURCHASING IN THE VALUE CHAIN The role and importance of the purchasing and supply function in the value chain. The difference between concepts such as ordering, buying, purchasing,

More information

ASSIGNMENT - 1, DEC - 2015. P.G. DIPLOMA IN HOSPITAL AND HEALTH CARE MANAGEMENT Paper - I : PERSPECTIVES OF MANAGEMENT

ASSIGNMENT - 1, DEC - 2015. P.G. DIPLOMA IN HOSPITAL AND HEALTH CARE MANAGEMENT Paper - I : PERSPECTIVES OF MANAGEMENT (DHHM 01/ DBM 01/ DMM 01/DHRM 01/ DFM 01/ DIB 01/ DIM 01/ DBFM 01) P.G. DIPLOMA IN HOSPITAL AND HEALTH CARE MANAGEMENT Paper - I : PERSPECTIVES OF MANAGEMENT 1) State the nature and purpose of management.

More information

Final Examination Semester 1 / Year 2010

Final Examination Semester 1 / Year 2010 Southern College Kolej Selatan 南 方 学 院 Final Examination Semester 1 / Year 2010 COURSE : MARKETING PRINCIPLES AND PRACTICE COURSE CODE : ADAD 2062 TIME : 2 1/2 HOURS DEPARTMENT : ART AND DESIGN LECTURER

More information

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell In marketing management, a market is a group of final customers who respond in a homogeneous way to a marketing mix. If two customers

More information

Business to Business Marketing Management

Business to Business Marketing Management Business to Business Marketing Management A global perspective SECOND EDITION Alan Zimmerman and Jim Blythe 13 Routledge jjj^^ Taylor & Francis Croup LONDON AND NEW YORK Contents List of case studies List

More information

Getting Behind The Customer Experience Wheel

Getting Behind The Customer Experience Wheel Getting Behind The Customer Experience Wheel Create a Voice of the Customer Program for your Organization In any business, serving your customers well is critical to success, loyalty and growth. But do

More information

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling personal selling over-the-counter selling field selling network marketing outbound telemarketing telemarketing inbound telemarketing inside selling relationship selling consultative selling cross-selling

More information

IDENTIFYING MARKETING APPROACHES USED IN THE ROMANIAN MANDATORY CAR INSURANCE MARKET - A MARKETING RESEARCH -

IDENTIFYING MARKETING APPROACHES USED IN THE ROMANIAN MANDATORY CAR INSURANCE MARKET - A MARKETING RESEARCH - [11] Dalotă Marius Dan, Successful Implementation of Knowledge Management in Small and Medium Enterprises, Rev. Romanian Economic and Business Review, Universitatea Româno-Americană, 2011, vol.6 nr.1 IDENTIFYING

More information

MARKETING STRATEGY TEMPLATE

MARKETING STRATEGY TEMPLATE MARKETING STRATEGY TEMPLATE START-UP ORGANISATION, PRODUCT OR SERVICE 1 Executive Summary rundown of what s in the document (often completed last) Purpose Use this template to capture the key information

More information

Professional Diploma in Marketing Syllabus

Professional Diploma in Marketing Syllabus Professional Diploma in Marketing Syllabus 05/06 www.cim.co.uk/learningzone 1: Marketing Research & Information Aim The Marketing Research and Information subject covers the management of customer information

More information

An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking

More information

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process. LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.

More information

Market Research. Module 2. Driving Revenue with an Optimal Marketing Strategy Solutions. Advancing Your Success.

Market Research. Module 2. Driving Revenue with an Optimal Marketing Strategy Solutions. Advancing Your Success. Market Research Module 2 Driving Revenue with an Optimal Marketing Strategy Solutions Advancing Your Success. The Roles and Steps in Market Research 2 The scientific process of planning, collecting and

More information

Determining Your Advertising Objectives

Determining Your Advertising Objectives Determining Your Advertising Objectives by BNET Editorial Tags: marketing, advertising, sales Clear objectives for an advertising campaign are essential. Do you want to generate leads or encourage brand

More information

Marketing Plan. Contents. Introduction: Using the Marketing Planning Framework. The Elements of the Marketing Planning Framework

Marketing Plan. Contents. Introduction: Using the Marketing Planning Framework. The Elements of the Marketing Planning Framework Marketing Plan Contents Introduction: Using the Marketing Planning Framework The Elements of the Marketing Planning Framework Terms of Reference Executive Summary 1. Business Mission 2. External Marketing

More information

Diploma in Marketing

Diploma in Marketing INTRODUCTION TO MARKETING PRODUCT Nature, Scope and Importance of Marketing Basic Concepts Marketing Environment Market Segmentation Targeting and Positioning Product Strategy Product Innovation and Diffusion

More information

GUIDE Social Media Strategy Guide. How to build your strategy from start to finish

GUIDE Social Media Strategy Guide. How to build your strategy from start to finish GUIDE Social Media Strategy Guide How to build your strategy from start to finish Social Media Strategy Guide How to build your strategy from start to finish Whether you re a social media coordinator for

More information

Dissimilarity of E-marketing VS traditional marketing

Dissimilarity of E-marketing VS traditional marketing Dissimilarity of E-marketing VS traditional marketing Mehrdad Salehi MBA (Global Marketing), Management and science university, Kuala Lumpur, Malaysia Email:Ems.fardab@yahoo.com Tel: +60178729454 Abstract

More information

DEVELOPING AND UTILIZING ELECTRONIC MEDIA

DEVELOPING AND UTILIZING ELECTRONIC MEDIA 1 CHAPTER 7-2/E DEVELOPING AND UTILIZING ELECTRONIC MEDIA Summary In summary, the term electronic media encompasses television, radio and telephone. Television and radio are commonly referred to as broadcast

More information

Advanced Diploma in Purchasing and Supply. Marketing for Purchasers. L5-10/May-08 LEVEL 5 MARKING SCHEME. May 2008. Carrington

Advanced Diploma in Purchasing and Supply. Marketing for Purchasers. L5-10/May-08 LEVEL 5 MARKING SCHEME. May 2008. Carrington Advanced Diploma in Purchasing and Supply Marketing for Purchasers L5-10/May-08 LEVEL 5 MARKING SCHEME May 2008 Carrington SECTION A Q1 to test candidates knowledge and understanding of the marketing mix

More information

CHAPTER OUTLINE. Spotlight: Mayan Pigments (http://mayanpigments.com)

CHAPTER OUTLINE. Spotlight: Mayan Pigments (http://mayanpigments.com) CHAPTER OUTLINE Spotlight: Mayan Pigments (http://mayanpigments.com) 1 What Is Small Business Marketing Describe small business marketing. Definitions Small business Marketing - business activities that

More information

SALES. Management PRADIP KUMAR MALLIK. Associate Professor, Department of Business Administration The University of Burdwan West Bengal

SALES. Management PRADIP KUMAR MALLIK. Associate Professor, Department of Business Administration The University of Burdwan West Bengal S SALES Management PRADIP KUMAR MALLIK Associate Professor, Department of Business Administration The University of Burdwan West Bengal OXFORD UNIVERSITY PRESS Contents Preface v 1. INTRODUCTION TO PERSONAL

More information

The Entrepreneurial Way

The Entrepreneurial Way The Entrepreneurial Way Workshop Wednesday 30 January The Essentials of Marketing Fiona Mulliner Today s Session What marketing is Where marketing fits into a business How to develop a robust marketing

More information

Become an EM Partner. Extend your offer, leverage the power of Effective Measure and generate additional income for your business

Become an EM Partner. Extend your offer, leverage the power of Effective Measure and generate additional income for your business Become an EM Partner Extend your offer, leverage the power of Effective Measure and generate additional income for your business About Effective Measure (EM) A leading global provider of digital audience,

More information

Consumer Behaviour. Customer is profit, all else is overload...

Consumer Behaviour. Customer is profit, all else is overload... Consumer Behaviour 1 1 Consumer Behaviour Customer is profit, all else is overload... This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves

More information

Salem Community College Course Syllabus. Section I. Course Title: Principles Of Marketing. Course Code: BUS212

Salem Community College Course Syllabus. Section I. Course Title: Principles Of Marketing. Course Code: BUS212 Salem Community College Course Syllabus Section I Course Title: Principles Of Marketing Course Code: BUS212 Lecture Hours: 3 Lab Hours: 0 Credits: 3 Course Description: This course examines the business

More information

MBA I Year Examination. MP-106 : Marketing Management. Time: 3 Hours Max. Marks: 80

MBA I Year Examination. MP-106 : Marketing Management. Time: 3 Hours Max. Marks: 80 MBA I Year Examination MP-106 : Marketing Management Time: 3 Hours Max. Marks: 80 Note: The question paper is divided into three sections A, B & C. Write Answers as per the given instructions. Section

More information

MODULE TITLE: Foundations of Marketing

MODULE TITLE: Foundations of Marketing SCHOOL OF ARTS, SOCIAL SCIENCES AND MANAGEMENT DIVISION OF BUSINESS, ENTERPRISE AND MANAGEMENT LEVEL 1 DIET 1 MODULE CODE: B1072 MODULE TITLE: Foundations of Marketing DATE: 16/12/2014 WRITING TIME: 2

More information

Marketing Plan Checklist

Marketing Plan Checklist Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on

More information

a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest.

a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest. Georgia State University University Library Collection Development Policy Department of Marketing Purpose: To provide guidance in the selection of library materials to support the curriculum for the program

More information

MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS MARKETING COMMUNICATIONS Equivalent QCF level: Level 5 Credit Value: 30 Learning time (hours): 300 UNIT PURPOSE This unit provides the learner with an understanding of marketing communications in both

More information