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Developing Marketing Strategy: The Role of Marketing

Course Status:	Released	Courseware Features
Course Language:	English
Course Duration:	4 Hours
Deployment Options:	Online, Interactive CDs, Network, Downloads, Intranet

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the area of marketing

Prerequisites

None

Course Aim

To define marketing and marketing strategy

Learning Objectives

Explain what marketing is. Distinguish between micro- and macro-marketing. To explain how marketing is related to the economy. Define the marketing concept, marketing mix, and marketing plan. Participate in implementing a marketing plan. Identify the various marketing opportunities. Discuss market segmentation. Give the various approaches to market segmentation.

Topics Covered

Marketing Defined - What is marketing? - Micro- versus macro-marketing - Marketing and the economy - Hands-on: Stages of economic development Marketing and the Organization - The marketing concept - Marketing strategy and the marketing mix - The marketing plan - DecisionPath: Implementing a marketing strategy Marketing Strategies - Marketing opportunities - Market segmentation - Approaches to segmentation