Table of Content
Introduction To Marketing Management
- Defining Marketing for the 21st Century
- Core Concepts in Marketing
- Marketing Environment
- Company Orientation towards Market Place
- The Holistic Marketing Concept
- Difference between Sales & Marketing
Developing Marketing Strategies And Plans
- Mission Statement
- The Market
- Competition - Direct and indirect
- Sample Marketing Plan Outline
Capturing Marketing Insights
- Marketing Information Systems
- Analysing the Macro environment
- Marketing Research
- Measuring Marketing Productivity
- Forecasting and Demand Measurement
- Marketing Mix Modelling
Connecting With Customers
- Creating Customer Value, Satisfaction, and Loyalty
- Maximizing Customer Lifetime Value
- Cultivating Customer Relationships
- Customer Database and Marketing
Analysing Consumer Markets
- Factors influencing consumer behaviour
- Major Psychological Processes
- Buying Decision Process
Analysing Business Markets
- Organisational Buying
- Business Buying Decision Process
- Procurement Process
- Managing B2B Customer Relationships
Identifying Market Segments And Targets
- Levels of Market Segmentation
- Approaches to Segmenting Markets
- Market Targeting
Building Strong Brands
- Measuring Sources of Brand Equity
- Brand Image
- Key Success Criteria
- The Brand Value Chain
Developing A Brand Equity Measurement System
- Brand Audit
- Brand Equity Management System
Shaping The Market Offerings
- Setting Product Strategy
- Designing and Managing Services
- Developing Pricing Strategies and Programs
- The Business Name
- Promotion
- Customer service
Delivering Value
- Designing and Managing Integrated Marketing Channels
- Role of Marketing Channels
- Analyzing Customers’ Desired Service Output Levels
- Identifying Major Channel Alternatives
- Managing Retailing, Wholesaling, and Logistics
- Channel Integration and Systems
- The New Competition in Retailing
- Legal and Ethical Issues in Channel Relations
- The Value Chain
- Value Delivery—Companies’ Requirement
E-Commerce Marketing Practices
- Pure-Click Companies
- Brick-and-Click Companies
- M-Commerce
Communicating Value
- Integrated Marketing Communications
- Managing Personal Communications
- Word of Mouth
- Personal Selling and Sales Force
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