Marketing Management

KEY INFORMATION

  • Course Code: MPRS101B
  • Duration: 1 week
  • 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
Program taught in:
  • English

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Last updated September 10, 2019
This course is Campus based
Start Date
Sep 30, 2019
Feb 3, 2020
Duration
1 week
Full-time
Price
2,625 GBP
Deadline
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Start Date
Sep 30, 2019
End Date
Oct 4, 2019
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Feb 3, 2020
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Feb 7, 2020
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June 1, 2020
End Date
June 5, 2020
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Oct 5, 2020
End Date
Oct 9, 2020
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Sep 30, 2019

Location
Application deadline
End Date
Oct 4, 2019

Feb 3, 2020

Location
Application deadline
End Date
Feb 7, 2020

June 1, 2020

Location
Application deadline
End Date
June 5, 2020

Oct 5, 2020

Location
Application deadline
End Date
Oct 9, 2020