M1 - Part 1: Marketing: Creating and Capturing Customer Value

Defining and Deconstructing Marketing;

Understanding the Marketplace and Customer Needs;

Designing a Customer-Driven Marketing Strategy;

Preparing an Integrated Marketing Plan and Program;

Building Customer Relationships;

Capturing Value from Customers;

The Changing Marketing Landscape.

M1 - Part 2: Company and Marketing Strategy: Partnering to Build Customer

Relationships

Companywide Strategic Planning: Defining Marketing’s Role;

Designing the Business Portfolio;

Planning Marketing: Partnering to Build Customer;

Relationships;

Marketing Strategy and the Marketing Mix;

Managing the Marketing Effort;

Measuring and Managing Return on Marketing Investment.

M1 - Part 3: Analysing the Marketing Environment

The Company’s Microenvironment;

The Company’s Macro-environment;

Demographic Environment;

Economic Environment;

Natural Environment;

Technological Environment;

Political and Social Environment;

Cultural Environment;

Responding to the Marketing Environment.

M1 - Part 4: Managing Marketing Information to Gain Customer Insights

Marketing Information and Customer Insights;

Assessing Marketing Information Needs;

Developing Marketing Information;

Marketing Research;

Analyzing and Using Marketing Information;

Other Marketing Information Considerations.

Module 2

Marketing Dynamics: Effective Customer and Client – Driven Value, Orientation and Strategy (2)

M2 - Part 1: Understanding Consumer and Business Buyer Behaviour

Consumer Markets and Consumer Buyer Behavior;

Model of Consumer Behavior;

Characteristics Affecting Consumer Behavior;

The Buyer Decision Process;

The Buyer Decision Process for New Products;

Business Markets and Business Buyer Behavior;

Business Markets;

Business Buyer Behavior;

The Business Buying Process;

E-Procurement.

M2 - Part 2: Customer-Driven Marketing Strategy: Creating Value for Target

Customers

Customer-Driven Marketing Strategy;

Market Segmentation;

Market Targeting;

Differentiation and Positioning.

M2 - Part 3: Products, Services, and Brands: Building Customer Value

What is a Product?;

Product and Service Decisions;

Services Marketing;

Branding Strategy: Building Strong Brands.

M2 – Part 4: Developing New Products and Managing the Product Life Cycle

New-Product Development Strategy;

The New-Product Development Process;

Managing New-Product Development;

Product Life-Cycle Strategies;

Product Decisions and Social Responsibility;

International Product and Services Marketing.

Module 3

Marketing Dynamics: Effective Customer and Client – Driven Value, Orientation and Strategy (3)

M3 - Part 1: Pricing: Understanding and Capturing Customer Value

What is a Price?;

Customer Perceptions of Value;

Company and Product Costs;

Other Internal and External Considerations Affecting Price Decisions;

New-Product Pricing;

Product Mix Pricing;

Price-Adjustment Strategies;

Price Changes.

M3 - Part 2: Marketing Channels: Delivering Customer Value

Supply Chains and the Value Delivery Network;

The Nature and Importance of Marketing Channels;

Channel Behavior and Organization;

Channel Design Decisions;

Channel Management Décisions;

Marketing Logistics and Supply Chain Management.

M3 - Part 3: Retailing and Wholesaling

Retailing;

Retailer Marketing Decisions;

Retailing Trends and Developments;

Wholesaling.

M3 - Part 4: Communicating Customer Value: Advertising and Public Relations

The Promotion Mix;

Integrated Marketing Communications;

Advertising;

Setting Advertising Objectives;

Setting the Advertising Budget;

Developing Advertising Strategy;

Evaluating Advertising Effectiveness and Return on Advertising Investment;

Other Advertising Considerations’;

Public Relations;

Major Public Relations Tools.

Module 4

Marketing Dynamics:

Effective Customer and Client – Driven Value, Orientation and Strategy (4)

M4 - Part 1: Communicating Customer Value: Personal Selling and Sales

Promotion

The Nature of Personal Selling;

The Role of the Sales Force;

Managing the Sales Force;

The Personal Selling Process;

Sales Promotion.

M4 - Part 2: Direct and Online Marketing: Building Direct Customer

Relationships

Growth and Benefits of Direct Marketing;

Customer Databases and Direct Marketing;

Forms of Direct Marketing;

Online Marketing;

Setting up an Online Marketing Presence;

The Promise and Challenges of Online Marketing;

Public Policy Issues in Direct Marketing.

M4 - Part 3: The Global Marketplace

Looking at the Global Marketing Environment;

Deciding Whether to Go Global;

Deciding Which Markets to Enter;

Deciding How to Enter the Market;

Deciding on the Global Marketing Program;

Deciding on the Global Marketing Organization

M4 - Part 4: Sustainable Marketing Social Responsibility and Ethics

Sustainable Marketing;

Social Criticisms of Marketing;

Consumer Actions to Promote Sustainable Marketing;

Business Actions Toward Sustainable Marketing;

Marketing Ethics;

The Sustainable Company.

Module 5

International Marketing

M5 - Part 1: International Marketing: An Overview

Introduction to International Marketing: Identifying its Scope and Challenges:

The Internationalization of Business;

Defining International Marketing;

The International Marketing Task;

Importance of Environmental Adjustments;

Obstacles;

Becoming International;

International Marketing Orientations;

Globalisation of Markets;

Global Awareness Development;

Basics of International Marketing.

 Understanding the Dynamics of International Markets:

The Twentieth Century;

The Concept of Balance of Payment;

Protectionism;

Trade Restrictions.

M5 - Part 2: The Influence of Culture in International Marketing

Towards Cultural Understanding:

Geography and International Markets;

Geography, Nature and International Trade;

World Trade Routes;

Historical Perspective on International Market.

 Examining the Cultural Dynamics in International Marketing:

Cultural Knowledge;

Elements of Culture;

Cultural Change;

Planned Cultural Change;

Effects of Innovation.

 Determining the Business Customs and Practices in International Marketing:

Organisational Adaptation;

Looking into Different Business Practices;

Business Ethics.

 Coping with the International Political and Legal Environment:

Political Environments;

Political Risks;

Encouraging Foreign Investments;

Assessing Political Vulnerability;

Reducing Political Vulnerability;

Legal Environments;

Legal Remedy in the Resolution of International Disputes;

Protecting Intellectual Property Rights;

Commercial Law within Countries;

Legal Environment of the European Union.

 Conducting International Marketing Research:

Breadth and Scope of International Marketing Research;

The Research Process;

Responsibility for Conducting Marketing Research;

Estimating Marketing Demand;

Multinational Marketing Information System.

 Analysing the Emerging Markets and Market Behaviour:

Marketing and Economic Development;

Marketing In a Developing Country;

Emerging Markets;

Innovating Marketing Behaviour and Market Segmentation.

 Multinational Market Regions and Market Groups:

The Concept of La raison d’etre;

Patterns of Multinational Cooperation;

Global Market and Multinational Market Groups;

Future Multinational Market Groups;

Strategic Implications for Marketing.

 M5 - Part 3: Formulating Effective International Marketing Strategies and

Developing a Plan

International Marketing Strategies:

International Marketing Management;

Competition in the Global Marketplace;

Formulating International Marketing Strategies;

Strategic Planning.

Developing International Market Entry Strategies:

Why Engage In Global Marketplace?;

Market Servicing Strategies;

Assessing Market Opportunity;

Selecting a Country;

Strategic International Alliances;

Market Entry Strategies.

 Exporting, Managing and Logistics Regulations and Restrictions:

Exporting and Importing, Regulations and Restrictions;

Custom-Privileged Facilities;

Required Export Documents;

Terms of Sales;     

Logistics;

The Foreign-Freight Forwarders.

 Developing Consumer Products for International Markets:

International Markets and Product Development;

The Link between Products and Culture;

Product Life Cycle and Adaptation;

Examining Products for Adaptation;

Quality Products.

 Marketing Industrial Products and Business Services:

The Industrial Product Market;

Attributes of Product Quality;

Relationship Marketing;

Promoting Industrial Products;

Marketing Services Globally.

 The International Distribution System:

International Advertising;

Challenges of International Marketing;

Media Planning and Analysis;

Sales Promotion;

International Advertising and the Communication Process;

The Advertising Agency;

International Control of Advertising.

 Personal Selling and Negotiations in International Markets:

Selling In International Markets;

International Sales Force Recruitment;

Cross-Cultural Negotiations.

 Price-Determinants in International Markets:

Pricing Policy;

Factors Influencing International Pricing;

Administered Pricing;

Transfer Pricing;

Dumping Price Quotations;

Countertrade as Pricing Tool.

 M5 - Part 4: Ethical, Financial and Management Issues in International

Marketing

Ethics and Social Responsibility:

Ethical Environment;

Defining Social Responsibility;

Ethics and International Marketing;

Ethical Behaviour in International Marketing.

 How to Finance and Manage the International Marketing Operations:

Capital Needs for International Marketing;

Sources of Government Funds for International Marketing;

Financial Risk and Risk Management;

Managing Financial Risk;

Marketing and Organisation;

Issues Influencing a Structure;

The Changing Profile of the International Manager;

Managing International Personnel;

Non-Western Management Style.

Module 6

E-Marketing: The Role of Digital Media within the Marketing Function

M6 - Part 1: Overview of Marketing

Benefits and Risks of E-Marketing;

Business-To-Consumer (BC2);

Business-To-Business (B2B);

Customer-To-Business (C2B);

Customer-To-Customer (C2C);

E-Business vs. E-Commerce vs. E-Business;

Poor E-Marketing;

Objectives of E-Marketing;

Introduction to E-Strategy;

E-marketing Tactics, Actions and Control.

M6 - Part 2: The Concept of Remix

Introduction to Remix;

Defining Marketing Mix;

Beyond The Mix;

Product;

Price;

Place;

Promotion;

People;

Physical Evidence;

Process;

Partnership.

M6 - Part 3: Developing E - Models

Introduction to E-Models;

New Models;

E-Marketplace Models;

Online Revenue Models;

Digital Communications Models;

Models for Assessing Online Communication Effectiveness;

Web 2.0 and Social Network Models;

Customer Buying Models;

Customer Information Processing;

Loyalty Models.

M6 - Part 4: Dealing with E-Customers

Introduction to E-Customers;

Motivations;

Expectations;

Fears and Phobias;

The Online Buying Process;

Online Information Processing;

Online Relationships and Royalty;

Communities and Social Networks;

Customer Profiles;

Researching the Online Customer;

The Post-PC Customer.

M6 - Part 5: Selecting Available E-Tools

Introduction to E-Tools;

Technology Development and Customer Impact;

Interactive Digital TV;

Digital Radio;

Mobile Devices;

Interactive Self-Service Kiosks;

Miscellaneous Tools;

Repurposing Content;

Convergence;

Integrated Campaign.

M6 - Part 6: Engineering Website Design

Introduction to Website Design;

Integrated Design;

Online Value Preposition;

Customer Orientation;

Dynamic Design and Personalisation;

Aesthetics;

Page Design;

Copywriting;

Navigation and Structure;

Interaction.

M6 - Part 7: The Concept of Traffic Building

Introduction to Traffic Building;

Search Engine Marketing;

Online PR;

Online Partnership;

Interactive Advertising;

Opt-In E-Mail;

Viral Marketing;

Offline Traffic Building;

Control;

Resourcing.

M6 - Part 8: Establishing E-Customer Relation Management (CRM)

Introduction to CRM;

Relationship Marketing;

Database Marketing;

E-CRM;

Profiling;

Personalisation;

E-Mail Marketing;

Control Issues;

Cleaning Database.

M6 - Part 9: Engaging in E-Business

Introduction to E-Business;

E-Business Architecture;

An E-Business Value Framework;

Buy-Side Applications;

In-Side Applications;

Clearing the E-Business;

E-Business Security;

E-Business Success Criteria;

E-Business Failure Criteria.

M6 - Part 10: Conducting E-Planning

Introduction to E-Marketing Planning;

Situation Analysis;

Objectives;

Strategy;

Tactics;

Actions;

Control;

Resources.

Module 7

Strategic Brand Management: An International Perspective

M7 - Part 1: Overview of Brand Management

Defining Brand;

Brands vs. Products;

Levels of Meaning for a Product;

Importance of Brands to Consumers;

Risk Reduction in Product Decisions;

Importance of Brands to Firms;

What Can Be Branded?;

Branding a Commodity: An Example;

What is branded?;

Source of Brands Strength;

Brand Management: Importance;

What are the strongest brands?;

Branding Challenges and Opportunities;

The Brand Equity Concept;

Strategic Brand Management;

Strategic Brand Management Process.

M7 - Part 2: Understanding Customer Based Brand Equity

Overview;

Brand Equity as a “Bridge”;

Making a Brand Strong;

Brand Equity: Sources;

Brand Awareness Advantages;

Establishing Brand Awareness;

Creating a Positive Brand Image;

Steps in Brand Building;

Customer’s Frequently Asked Questions about Brand;

Customer-Based Brand Equity Pyramid;

Sub-Dimensions of CBBE Pyramid;

Salience Dimensions;

Importance of Depth and Breadth;

Product Category Structure;

Performance Dimensions;

Imagery Dimensions;

Judgment Dimensions;

Feelings Dimensions;

Resonance Dimensions;

Customer-Based Brand Equity Model;

Identifying the Key Drivers of Brand Equity;

Implications of Brand Building;

Developing Customer Value;

Is A Company Consumer-Centric?;

Customer Relationship Management (CRM);

Understanding Customer Equity;

Customer Equity vis-à-vis Brand Equity.

M7 - Part 3: Brand Positioning and Values

Brand Positioning;

Determining a Frame of Reference;

Target Market;

Example;

Criteria for Segmentation;

Nature of Competition;

Points-of-Parity (POP) and Points-of-Difference (POD);

Brand Positioning Guidelines;

Defining and Communicating the Competitive Frame of Reference;

Selecting POP’s & POD’s;

Attribute and Benefit Trade-offs;

Strategies to Reconcile Attribute and Benefit Trade-offs;

Core Brand Values;

Brand Mantras;

Designing the Brand Mantra;

Internal Branding;

Brand Audit:

Importance;

Steps.

Brand Inventory;

Brand Exploratory;

Brand Audit Outline: Suggested.

M7 - Part 4: Selecting the Proper Brand Elements

Developing Customer-Based Brand Equity;

Criteria for Choosing Brand Elements;

Tactics for Brand Elements;

Brand Names;

Guidelines in Brand Naming;

Brand Naming Procedures;

URLs;

Logos and Symbols;

Characters;

Slogans;

Classic Slogans;

Jingles;

Packaging;

Packaging and Its Influence to:

Taste;

Value;

Consumption;

A Person’s Use of Product.

Combining all the Brand Elements.

M7 - Part 5: Effective Marketing Programs Design

Marketing Programs;

Marketing: New Perspective;

Implications for the Practice of Brand Management;

Integrating Marketing Programs and Activities;

Personalizing Marketing;

Personalizing Marketing Approaches:

One-to-one Marketing:

Competitive Rationale;

Consumer Differentiation;

Key Steps.

Experiential Marketing;

Permission Marketing:

Steps.

Reconciling the Marketing Approaches;

Integrating the Brand Into Supporting Marketing Programs;

Product Strategy;

Pricing Strategy;

Channel Strategy;

Channel Design;

Push and Pull Strategies;

Channel Support;

Web Strategies.

M7 - Part 6: The Role of Marketing Communications in Building Brand Equity

Defining Marketing Communications;

The New Media Environment;

Simple Test for Marketing Communications;

Information Processing Model of Communications;

Marketing Communications Options;

Advertising;

Ideal Ad Campaign;

Advertising Categories;

Promotions;

Event Marketing;

Event Sponsorship;

Public Relations and Publicity;

Personal Selling;

Integrated Marketing Communications (IMC);

Developing IMC Programs;

Evaluating IMC Programs;

IMC Audience Communication Option Overlap;

Guidelines on Marketing Communication.

M7 - Part 7: Controlling Secondary Brand Knowledge

Leveraging Secondary Associations;

Co-Branding;

Ingredient Branding;

Licensing;

Celebrity Endorsement;

Sporting, Cultural, or Other Events;

Third-Party Sources.

M7 - Part 8: Developing a Brand Equity Measurement and Management System

The New Accountability;

The Brand Value Chain;

Value Stages;

Multipliers;

Brand Equity Measurement System;

Brand Equity Measurement System;

Designing Brand Tracking Studies;

Understanding Tracking;

Conducting Tracking Studies;

Brand Equity Management System;

Brand Equity Charter;

Brand Equity Charter Components;

The Knicks Brand Charter;

Brand Equity Report;

Brand Equity Responsibilities.

M7 - Part 9: Quantifying Sources of Brand Equity

Qualitative Research Techniques;

Free Associations;

Projective Techniques;

Zaltman Metaphor Elicitation Technique (ZMET);

Brand Personality and Values;

Key Brand Personality Associations;

Experiential Methods;

Quantitative Research Techniques;

Awareness;

Image;

Brand Responses;

Brand Relationships;

Comprehensive Models of Customer-Based Brand Equity;

Brand Dynamics;

Equity Engines;

Building Brands: How?;

Two-Dimensional Framework for Diagnosing Brands.

M7 - Part 10: Analysing the Outcome of Brand Equity

Measuring Brand Equity;

Comparative Methods;

Brand-Based Approaches;

Marketing-Based Approaches;

Conjoint Analysis;

Holistic Methods;

Residual Approaches;

Valuation Approaches;

Accounting Background;

Historical Perspectives;

General Approaches;

Interbrand’s Brand Valuation.

M7 - Part 11: Designing and Implementing Branding Strategies

Branding Strategy;

Branding Strategy or Brand Architecture;

The Role of Brand Architecture;

Brand-Product Matrix;

Product Line;

Product Mix;

Brand Mix;

Breadth of a Branding Strategy;

Depth of a Branding Strategy;

Designing a Brand Portfolio;

Brand Roles in the Portfolio;

Brand Hierarchy;

Corporate Brand Equity;

Family Brands;

Individual Brands;

Modifiers;

Corporate Image Dimensions;

Brand Hierarchy Decisions;

Hierarchy Levels;

Levels of Awareness and Associations;

Linking Brands at Different Levels;

Linking Brands across Products;

Brand Architecture Guidelines;

Corporate Brand Campaign;

Cause Marketing;

Advantages of Cause Marketing;

Green Marketing;

Crisis Marketing Guidelines.

M7 - Part 12: Introducing and Naming New Products and Brand Extensions

Leverage the Brand;

Brand Extensions;

General Strategies for Establishing a Category;

Advantages of Extensions;

Disadvantages of Extensions;

Customers’ Evaluation of Brand Extensions;

Creating Extension Equity;

Contributing to Parent Brand Equity;

Successful Extensions;

Successful Category Extensions;

Unsuccessful Category Extensions;

Analysing Brand Extension Opportunities;

The Right Time for Brand Extension;

Analysing Brand Extension Opportunities.

M7 - Part 13: Effective Brand Management

Managing Brands over Time;

Reinforcing Brands;

Revitalizing Brands;

Strategies to Revitalize Brands;

Expanding Brand Awareness;

Improving the Brand Image;

Entering New Markets;

Adjustments to Brand Portfolio.

M7 - Part 14: Managing Brands over Geographic Boundaries and Market

Segments

Regional Market Segments;

Other Demographic and Cultural Segments;

Global Marketing Programs:

Advantages;

Disadvantages.

Standardization vs. Customization;

Global Brand Strategy;

Developing a Global Brand;

Global Customer-Based Brand Equity;

Core Brand Building Blocks;

Questions for Global Branding Positioning;

Building Global Customer-Based Brand Equity.

M7 - Part 15: Miscellaneous Topics

Brand Knowledge Structure;

Customer-Based Brand Equity Framework: Summary;

Tactical Guidelines;

Building Brand Equity Guidelines;

Importance of Complementarity and Consistency;

Measuring Brand Equity Guidelines;

Managing Brand Equity Guidelines;

Characteristics of Strong Brands Managers;

Industrial and B2B Branding;

High-Tech Branding Guidelines;

Service Branding Guidelines;

Branding Retailers Guidelines;

Small Business Branding Guidelines;

Online Branding Guidelines;

Future Brand Priorities;

Developing Brand Equity;

Measuring Brand Equity;

Brand Equity Management;

Achieving Marketing Balance.

Module 8

Marketing Plan Preparation

Understanding the Marketing Process;

The Marketing Planning Process: 1 The Main Step;

The Marketing Planning Process: 2 Removing the Myths;

Completing the Marketing Audit: 1 The Customer and Market Audit;

Completing the Marketing Audit: 2 The Product Audit;

Setting Marketing Objectives and Strategies;

The Integrated Marketing Communications Plan;

The Sales Plan;

The Pricing Plan;

The Multichannel Plan: The Route to Market;

The Customer Relationship Management Plan;

Implementation Issues in Marketing Planning;

Measuring the Effectiveness of Marketing Planning;

A Step-by-Step Marketing Planning System.