This course introduces management to the marketing function of an organisation, especially planning, decision-making, and implementation of products, prices, and distribution.

Other management issues are discussed including: market segmentation, product analysis, etc. Upon completion of this course, participants will have explored the main areas of sales and marketing.

Module 1:
Marketing Concept & the Nature of Marketing

• The traditional definition of marketing
• The modern definition of marketing
• The importance of marketing
• The marketing concept vs other business philosophies
• Major marketing activities: The Marketing Mix

Module 2:
Marketing Decision-making - Formulating Stretegy & Tactics

• Formulating marketing strategy
• Formulating marketing tactics
• Coordinating strategy and tactics

Module 3:
Marketing Segmentation Practices

• The meaning of marketing segmentation
• Advantages and disadvantages of segmentation
• Steps involved in segmentation
• Various kinds of segmentation

Module 4:
Combining the Marketing Mix

• The product life cycle revisited
• Marketing mix decisions related to the stages of the life cycle
• Assumptions and limitations of the product life cycle concept
• The mix in different market places and internationally

Module 5:
Evaluation & review