Course description
Course Content
Unit 1 What marketing does
- Introduction to marketing
- Marketing and value
- The value chain
- Markets
- Corporate objectives
- Target markets
- Marketing mix
Unit 2 Products and markets
- Marketing and growth
- Market life cycles
- Marketing strategies at different stages of the life cycle
- Market share
- Patenting
- Product portfolios
- The Boston matrix
Unit 3 Price and competition
- Competition
- Adding value
- The competitive compass
- Product ranges
- Tactical pricing
Unit 4 Place and market segments
- Inbound logistics
- What place means for an industry
- Market segmentation
- Deciding how to segment a market
- Segmentation and value
- Segmentation and place
Unit 5 Promotion
- Promotional activities
- Life cycle and promotion
- Promoting to different market segments
- Promoting what people value
- Different kinds of advertising
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