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University of Stellenbosch Business School

Marketing Management – Principles and Practices (Online)

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Description

Marketing Management is an exciting discipline to be in with unlimited potential. The Marketing Management: Principles and Practices online short course from USB-ED empowers participants with practical, contemporary marketing knowledge that can be implemented on the job almost immediately. You will learn to apply effective marketing strategies and objectives aligned to your organisation’s needs and goals through various marketing channels and tactics.

What will you learn?

  • Gain an understanding of marketing management, it’s function and role in an organisation
  • Understand market segments, targeting and positioning and a working knowledge of analytical tools
  • Gain an understanding of brand development and the marketing mix
  • Demonstrate the use of integrated marketing communication to support organisational strategy
  • Acquire a working knowledge of implementing, controlling and measuring
  • The process that is followed in order to compile a marketing plan

Agenda

Week 1 – Orientation Module

SHORT COURSE ORIENTATION WEEK

  • Get to know your platform
  • Read the course guide
  • Read the plagiarism guide
  • Meet your course coordinator and fellow learners

Week 2 – Module 1

MARKETING AND BUSINESS STRATEGY

  • The concept of marketing
  • The function of marketing
  • The role of marketing in strategy

Week 3 – Module 2

THE MARKETING PLANNING PROCESS AND ITS ROLE WITHIN AN ORGANISATION

  • The marketing planning process
  • The role of marketing within the organisation
  • Global marketing
    • Demonstrate an understanding of the marketing process
    • Explain the role and impact of marketing in an organisation
    • Demonstrate an understanding of the advantages and disadvantages of developing a standardised global marketing plan
    • Explain the rationale behind developing a global brand and common approaches to compete on a global scale

Week 4 – Module 3

ENVIRONMENTAL ANALYSIS

  • The importance of an environmental analysis in marketing
  • External environmental analysis
  • Internal environmental analysis
    • Demonstrate an understanding of environmental analysis in marketing management
    • Explain environmental factors that are external and uncontrollable
    • Explain environmental factors that are internal and controllable
    • Demonstrate an understanding of common analytical tools used to inform an organisation’s strategy

Week 5 – Module 4

SEGMENTATION, TARGETING AND POSITIONING (STP)

  • The concept of value in marketing
  • Consumer buying behaviour
  • Segmentation and targeting
  • Demonstrate an understanding of positioning and the importance to marketing a product
    • Demonstrate knowledge of the concept of value in marketing management
    • Describe the stages of the consumer buying process and different buying processes
    • Explain how marketing creates value for the consumer and an organisation
    • Explain the purpose of segmentation and targeting
    • Explain positioning of a target market

Week 6 – Module 5

BRANDING FUNDAMENTALS

  • Define branding
  • Living a brand
  • Personal branding
  • Brand development
    • Demonstrate an understanding of the concept of branding
    • Explain brand development and the 7 stages of brand development
    • Understand how to create a unique name and image for a product in the consumers’ mind

Week 7 – Module 6

THE MARKETING MIX

  • The concept of the marketing mix
  • Demonstrate an understanding of the 7 Ps of marketing
  • Applying the marketing mix
    • Demonstrate an understanding of the marketing mix
    • Explain the 7 Ps of marketing
    • Demonstrate how organisations use the marketing mix to reach the target audience

Week 8 – Module 7

INTEGRATED MARKETING COMMUNICATIONS (IMC) AND DIGITAL MARKETING

  • Define integrated marketing communication
  • Traditional marketing tools
  • The digital environment
  • Digital marketing tools
  • Marketing to the digital consumer
    • Explain integrated marketing communication and its relation to organisational strategy
    • Demonstrate an understanding of how organisations use integrated marketing communication
    • Discuss the digital marketing environment and analyse digital marketing tools
    • Demonstrate an understanding of using integrated marketing communication and digital marketing to inform a marketing strategy

Week 9 – Module 8

IMPLEMENTING, CONTROLLING AND MEASURING

  • Implementing a marketing plan
  • The control process
  • Marketing metrics and key performance indicators
  • Reporting for marketing
    • Explain the process of implementing marketing plan
    • Demonstrate an understanding of a marketing plan control process and control types
    • Explain metrics and key performance indicators in marketing
    • Analyse the importance of reporting in marketing campaigns

Week 10 – Module 9

ASSIGNMENT MODULE

  • Demonstrate acquisition of knowledge and understanding of concepts covered in the content modules
  • Demonstrate the guiding principle for assessments, namely behavioural change

Who should attend

  • Small to medium size business owners
  • Managers who would like to gain essential knowledge in the marketing mix
  • Entrepreneurs who need to understand all aspects of marketing a business successfully
  • Aspiring entry-level marketing managers
  • A refresher for individuals who have studied marketing previously

Experts

Success is a habit – and with an MBA and no less than six distinctions from Bond University, an International Marketing Management Certification (IMM) from the Global School of Business, and more than 15 years as an accomplished marketing professional making invaluable contributions to the bottom...

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