NEW PROFESSIONAL (6-WEEK) EVENING COURSE
(All six week courses cost £560 + VAT and are eligible for 'Train to Gain' Funding)!
Marketing
Commences Thursday 8th October 2009
(6.15pm to 9.30pm for 6 Thursdays)
This course is designed to enable you to develop, communicate and implement ideas and concepts through strategic planning, managing the marketing process & marketing planning. This programme will introduce marketing analysis; research and targeting markets and marketing planning.
Course Aims and Objectives
This modular course is designed to provide senior supervisors, managers and advanced level business students with post-graduate/post experience level management qualification for career development purposes. It is also suitable for holders of degrees in non-business and management disciplines who require a high level management qualification.
Course Structure
Marketing commences in 8th October 2009 and runs over 6 week period. These modular courses are delivered 1 evening per week on Thursday evenings from 6.30-9.30p.m.
MARKETING
The Marketing Concept:
Evolution of Marketing, Business Orientations, Societal Issues & Emergent Philosophies, Customer & Competitor Orientation, Efficiency & Effectiveness, Limitations of the Marketing Concept.
Marketing Process Overview:
Marketing audit, integrated marketing, environmental analysis, SWOT Analysis, marketing objectives, constraints, options, marketing planning.
Costs and Benefits:
Benefits of building customer satisfaction, service and customer care, relationship marketing, customer retention, customer profitability, total quality marketing.
Segmentation, Targeting & Positioning
Macro-environment:
Environment scanning, political, legal, economic, socio-cultural, ecological & technological factors.
Micro-environment:
Stakeholders (Organisation's Own Employees, suppliers, customers, intermediaries, owner's financiers, local residents, pressure groups & competitors) direct & indirect competitors, porter's competitive forces.
Buyer Behaviour:
Dimensions of buyer behaviour, environmental influences, personal variables - demographic, sociological, psychological-motivation, perception & learning, social factors, psychological stimuli, attitudes, other lifestyle & life cycle variables, consumer & organisational buying.
Segmentation:
Process of market selection, macro & micro segmentation, bases for segmenting markets: Geographical, demographic, psychographic & behavioural, multivariable segmentation & typologies, benefits of segmentation, evaluation of segments & targeting strategies, positioning, segmenting industrial markets, size, value, standard, industrial classification
Marketing Mix:
Products:
Products & brands, features, advantages & benefits, the total product concept, product mix, product life-cycle & its effect on other elements of the marketing mix, product strategy, new product development, adoption process.
Place:
Customer convenience & availability, definition of channels, types & functions of intermediaries, channel selection, integration & distribution systems, franchising, physical distribution management and logistics, ethical issues.
Price:
Perceived value, pricing context & process, pricing strategies, demand elasticity, competition, costs, psychological, discriminatory, ethical issues.
Promotion:
Awareness & Image, effective communication, integrated communication process, promotional mix elements, plush & pull strategies, advertising above & below the line, packaging, public relations & sponsorship, sales promotion, direct marketing & personal selling, branding, on-line marketing.
Different Marketing Segments & Contexts
Consumer Markets:
Fast-moving consumer goods, consumer durables, co-ordinated marketing mix to achieve objectives.
Organisational Markets:
Differences from consumer markets, adding value through service, industrial, non-profit making, government, re-seller.
Services:
Nature and characteristics of service products - intangibility, ownership, inseparability, perishability, variability, heterogeneity - the 7Ps, strategies, service quality, elements of physical product marketing, tangible & intangible benefits.
International Markets:
Globalisation, standardisation versus adaptation, the EU, benefits and risks, market attractiveness, international marketing mix strategies.
Core Text: Marketing: HND Mandatory Unit 1. BPP Professional Education ISBN 0-7517-1243-4.
Alternative Texts and Further Reading: Fundamentals of Marketing - W G Leader & N Kyritsis (Stanley Thorne), Marketing Principles and Practice - D Adcock (Pearson Publishing), Principles of Marketing - Kotler (Prentice Hall).
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