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Marketing Management ( Powerpoint)

Marketing Management ( Powerpoint)

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The Marketing Management course is designed to provide a comprehensive understanding of the principles, strategies, and tools essential for effective marketing. It starts with an introduction to marketing, covering its evolution, core concepts, and the role it plays in creating value for businesses and consumers. By understanding how marketing adapts to changes in the environment, including digital advancements, students will develop a foundation in consumer behavior, market research, and the strategic planning process.

The course delves into segmentation, targeting, and positioning (STP), helping students learn how to identify and reach the right customer segments, craft compelling value propositions, and position their products or services in a competitive market. Students will also explore the development and management of products and brands, with a focus on product life cycles, new product development, and building strong brand equity.

A critical aspect of marketing is pricing, and students will learn how to develop effective pricing strategies based on cost, competition, and customer perception. They’ll also gain insight into managing distribution channels and the supply chain, ensuring products reach consumers efficiently and effectively.

Promotion and communication are vital to marketing success, and the course covers integrated marketing communications (IMC), digital marketing strategies, and the use of analytics to measure marketing performance. Students will explore how to create cohesive promotional campaigns, utilize social media, and evaluate the effectiveness of their efforts.

Building and maintaining strong relationships with customers is essential in today’s market. Through Customer Relationship Management (CRM), students will learn how to retain customers, enhance loyalty, and personalize marketing efforts using data-driven techniques.

The course also covers international marketing, emphasizing the challenges and strategies involved in marketing across borders, while addressing the ethical and social responsibilities that come with marketing. Students will engage in discussions on marketing ethics, sustainable practices, and corporate social responsibility (CSR).

Throughout the course, students will apply their learning in real-world contexts through case studies and group projects, developing a full marketing plan that integrates segmentation, positioning, promotional strategies, and budget management.

By the end of the course, students will be equipped with the knowledge and skills to analyze markets, design effective marketing strategies, and measure marketing performance, preparing them for roles in marketing management across industries.

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Module 1: Introduction to Marketing Management

  • 1.1 Definition of Marketing Management
    • Key concepts and scope of marketing
    • Role and importance of marketing in business
  • 1.2 Evolution of Marketing
    • From production orientation to relationship marketing
    • Digital and social media marketing trends
  • 1.3 Core Marketing Concepts
    • Needs, wants, and demands
    • Value, satisfaction, and quality
    • Exchange, transactions, and relationships

Module 2: Marketing Environment

  • 2.1 Micro and Macro Environment
    • Factors influencing marketing decisions (PESTEL analysis)
    • Market intermediaries and competitors
  • 2.2 Consumer Behavior and Market Research
    • Understanding customer decision-making processes
    • Tools for conducting market research
  • 2.3 Market Segmentation, Targeting, and Positioning (STP)
    • Segmentation strategies: Geographic, Demographic, Psychographic, Behavioral
    • Target market selection
    • Positioning and developing a value proposition

Module 3: Marketing Strategy and Planning

  • 3.1 Developing a Marketing Plan
    • Strategic planning process
    • Components of a marketing plan
  • 3.2 Competitive Advantage and Marketing Strategy
    • Differentiation, cost leadership, and focus strategies
    • Porter’s Five Forces Model
  • 3.3 SWOT Analysis for Marketing
    • Strengths, weaknesses, opportunities, and threats

Module 4: Product and Brand Management

  • 4.1 Product Life Cycle (PLC)
    • Stages of PLC: Introduction, Growth, Maturity, Decline
    • Strategies for each stage of PLC
  • 4.2 New Product Development
    • Steps in new product development (NPD)
    • Innovation and product launch strategies
  • 4.3 Brand Management
    • Brand equity and value
    • Brand positioning, branding strategies, and rebranding

Module 5: Pricing Strategy

  • 5.1 Factors Affecting Pricing Decisions
    • Internal and external factors
    • Consumer perception and pricing psychology
  • 5.2 Pricing Approaches
    • Cost-based, competition-based, and value-based pricing
  • 5.3 Pricing Strategies
    • Skimming, penetration, bundle, and psychological pricing

Module 6: Distribution Channels and Supply Chain Management

  • 6.1 Marketing Channels
    • Types of distribution channels: Direct vs. Indirect
    • Role of intermediaries (wholesalers, retailers)
  • 6.2 Channel Management and Strategies
    • Channel selection and design
    • Channel conflict management
  • 6.3 Supply Chain Management in Marketing
    • Logistics and inventory management
    • Role of technology in supply chain optimization

Module 7: Promotion and Integrated Marketing Communication (IMC)

  • 7.1 Promotional Mix Elements
    • Advertising, sales promotion, public relations, direct marketing, and personal selling
  • 7.2 Developing an IMC Strategy
    • Crafting a cohesive promotional message
    • Choosing the right mix of promotional tools
  • 7.3 Digital Marketing
    • Social media marketing, search engine optimization (SEO), email marketing
    • Content marketing and influencer marketing
  • 7.4 Marketing Analytics
    • Measuring the effectiveness of promotions
    • Key performance indicators (KPIs) for marketing

Module 8: Customer Relationship Management (CRM)

  • 8.1 Importance of Customer Loyalty and Retention
    • The lifetime value of customers
    • Strategies for improving customer retention
  • 8.2 CRM Tools and Technologies
    • CRM software and data-driven marketing
    • Personalization in marketing
  • 8.3 Building Long-Term Relationships
    • Loyalty programs and customer engagement strategies

Module 9: International Marketing

  • 9.1 Global Marketing Strategies
    • Standardization vs. Adaptation
    • Entry modes: Exporting, joint ventures, direct investment
  • 9.2 Cultural, Legal, and Political Environment
    • Adapting to local market conditions
    • Managing international marketing challenges
  • 9.3 Cross-Border E-Commerce
    • Opportunities and challenges in global digital marketing

Module 10: Marketing Ethics and Social Responsibility

  • 10.1 Ethical Issues in Marketing
    • Deceptive advertising, privacy concerns, consumer rights
    • Marketing to vulnerable populations
  • 10.2 Corporate Social Responsibility (CSR) in Marketing
    • Sustainable marketing practices
    • Cause-related marketing and ethical branding

Module 11: Marketing Metrics and Performance Evaluation

  • 11.1 Key Marketing Metrics
    • Sales, market share, customer acquisition cost, customer retention rate
  • 11.2 Evaluating Marketing Effectiveness
    • Return on marketing investment (ROMI)
    • Using analytics to drive marketing decisions
  • 11.3 Marketing Dashboards and Reporting
    • Building and using marketing performance dashboards

Module 12: Case Studies and Practical Applications

  • 12.1 Case Study Analysis
    • Real-world marketing strategies and campaigns
    • Lessons from successful and failed marketing efforts
  • 12.2 Group Project: Marketing Plan Development
    • Develop a comprehensive marketing plan for a new or existing product
    • Present the marketing strategy, including STP, promotional mix, and budget
  • 12.3 Course Review and Final Exam

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