Marketing Management

Marketing Management introduces major marketing concepts and techniques and the marketing planning process. This includes exploration of what marketing is, understanding of marketing orientation and buyer behaviour. The development of an appropriate marketing strategy for an organisation will be emphasised to enable the manager to make important marketing decisions. The changing role of marketing, within and between organisations, will be studied incorporating information technology, new organisational structures and different forms of market relationships.

Indicative Content:

  1. Introduction to the marketing concept
  2. Introduction to the marketing mix
  3. Consumer and organisational buyer behaviour
  4. Segmentation, targeting and positioning
  5. The elements of marketing management
  6. Marketing strategy and planning
  7. Customer Relationship Management
  8. Marketing in the services and B2B sectors
  9. Digital Marketing