ICM - Marketing
Aims of Marketing Training:
This training provides candidates with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the role of information and the marketing information system, the marketing mix, internal and external influences affecting strategy, competitor analysis and positioning.
Candidates will be able to:
- Understand the marketing environment and the scope of tasks undertaken in marketing in the context of different organisational situations in which marketing is applied.
- Understand the decision making processes within consumer and organisational buying situations, explain the ways in which market segments are defined and recognize the importance of information in decisions concerning customers and markets.
- Assess the role of the marketing mix within the context of marketing decision making.
- Examine various marketing strategies used within different organizations and competitive situations.
Part A: The Concept and Process of Marketing
- Markets and Marketing
- The Marketing Process: Strategy and Planning
- Customer Focus: Cost and Benefits
- Part B: Segmentation, Targeting and Positioning
- The Marketing Environment
- Customers, Buyers, Clients and Consumers
- Marketing Segmentation and Positioning
Part C: The Extended Marketing Mix
- Product
- New Product Development
- Place: The Importance of Distribution·
- Pricing
- Pricing for Costs, Sales and Profit
- Promotion
- Selling and Direct Marketing
- Part D: Marketing Segments and Contexts
- Types of Market
- Services Marketing
- International Markets