Marketing Management

General

Program Description

Marketing Management

Key Information

  • Course Code: MPRS101B
  • Duration: 5 days
  • Fee: £2625

Course Outline

New Proposition Development and Innovation

  • Product levels
  • Classifying products
  • Product range, line, and mix
  • Product lifecycles
  • Development propositions for products and services
  • Service development
  • The process of adoption
  • Diffusion theory

Price and Customer Value Decisions

  • Price elasticity of demand
  • The concept of pricing and cost
  • The relationship between pricing and propositional costs
  • Pricing management

Configuring the Marketing Communications Mix

  • Selecting the right tools
  • Marketing communications messages
  • The media
  • Other promotional methods and approaches
  • Integrated marketing communications

Digital and Social Media Marketing

  • Evolution of the internet
  • Evolution of social media
  • Digital marketing communications
  • Crowdsourcing
  • Legal and ethical considerations

Branding Decisions

  • How brands work: associations and personalities
  • Brand names
  • Types of brand
  • Branding strategies
  • How to build brands
  • Brand co-creation
  • Sector branding
  • Brand equity

Target audience

  • Chief Communications Officers
  • Marketing and communications directors, managers, executives and staff.

Learning outcomes

Upon completion of this marketing manager training 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 digitization 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, utilizing 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.

What is Included:

  • 30 hours of classroom-based training
  • Apple iPad
Last updated Dec 2019

About the School

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all o ... Read More

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all over the world. Read less