Marketing Management

Upon completion of this course, you will be able to understand:
Different levels of a proposition.
Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
The relationship between product and service offerings and the product-service spectrum.
Processes and issues associated with innovating new propositions.
How new propositions are adopted by markets.
The concept of price elasticity of demand.
Price, and its relationship with costs, quality,and value.
How customers perceive price.
Pricing strategies and how to price new offerings.
Cost-, competitor-, demand-, and value-oriented approaches to pricing.
How pricing operates in the business-to-business setting.
The role and configuration of the marketing communications mix.
Characteristics of each of the primary tools, messages, and media.
Criteria that should be used to select the right communications mix.
The changing marketing communications landscape.
Principles and issues associated with integrated marketing communications.
Digital marketing and social media marketing.
How digitisation is transforming marketing practice.
Key techniques in digital marketing and social media marketing.
How practitioners measure the effectiveness of social media marketing.
Crowdsourcing and how it can be harnessed for marketing.
Characteristics and principal types of brands and branding.
Ways in which brands work through associations and personalities.
How branding has evolved, utilising relational, and co-creation perspectives.
How brands can be built.
Principal issues associated with branding in services, B2B, internal, and global contexts.
Issues and activities associated with brand equity and why branding is important to marketing messages.