General Management Programme

Marketing

Course length: 24 hours

More than any other business function, marketing deals with customers. Philip Kotler, the renowned marketing specialist, once wrote: "Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer's watchwords are quality, service and value."

This class exposes participants to the fundamental concepts, mechanisms, and terminologies of marketing, and provides them with an understanding of how they are applied to both businesses and non-profit organizations.

Key points:

Understanding the Marketing Management, Understanding the Marketing Management Framework:

• Key Concepts, Processes, and Trends,
• Analyzing Consumer & Organizational Buyer Behaviour,
• Conducting Marketing Research,
• Identifying and Selecting Market Segments,
• Positioning and Differentiating the Market Offering,
• Designing the Product and Branding Strategy,
• Managing the Brand Portfolio,
• Developing Price Strategies and Programs,
• Designing and Managing Marketing Channels,
• Developing an Overall Marketing Strategy and Designing a Marketing Plan.