Effective understanding and management of the marketing function is critical to business success. By exploring the critical tools of contemporary marketing management such as managerial orientations in marketing, new developments in the marketing mix, brand cum line extension, key account management strategies and so on, this programme equips you to develop your own effective overview and in-depth understanding of marketing as a critical tool of business success.

Programme curriculum

1. Channel & distribution management
2. Pricing strategy and tactics
3. Managerial orientations in marketing
4. The marketing mix
5. Brand extension
6. Key account management
7. Relationship marketing
8. Green marketing practices & impact of business goals I 
9. Intercultural/international marketing
10. Ethical issues in marketing
11. Selling & sales management
12. Understanding your customer
13. Branding & communication strategy
14. Marketing communications
15. Linking customer satisfaction to business profitability
16. Integrating marketing into business objectives
17. Targeting, segmentation at the top, mid & bottom of the market & positioning
18. Product and service strategy
19. Green marketing practices & impact of business goals II

Key Learning Outcomes

This comprehensive three-day programme introduces new and old marketing operatives with limited understanding of the marketing function to marketing management. The programme integrates all aspects of marketing that appear disparate into a cohesive function. Additionally, the programme delivers a systems-thinking approach that allows managers to better align marketing efforts with business strategy. Essentially, participants will learn to integrate multiple functions–including sales, marketing, and operations–to best meet the organisation’s overall objectives.