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Module 1 The Marketing Management Process
Unit 1 Introduction To The Marketing Management Process
Unit 2 A Few Important Marketing Points
Module 2 Corporate Strategies And Their Marketing Implications
Unit 1 Three Levels Of Strategy
Unit 2 Marketing Implications Of Corporate Strategy Decisions
Module 3 Business Strategies And Their Marketing Implications
Unit 1 Business-Unit Level Strategic Decisions
Unit 2 How Do Businesses Compete?
Unit 3 Differences In Competitive Strategies
Unit 4 Appropriate Strategies
Unit 5 How Business Strategies Influence Marketing Decisions
Module 4 Environmental Analysis - Finding Those Attractive Markets
Unit 1 Introduction To Macro-Environmental Trends
Unit 2 Environmental Analysis And Marketing Decision Making
Module 5 Industry Analysis And Competitive Advantage
Unit 1 Markets And Industries
Unit 2 How Individuals Respond To New Products
Unit 3 Sustaining Competitive Advantage Over The Product Life Cycle
Module 6 Consumer Buying Behaviour
Unit 1 The Decision Making Process
Unit 2 Why People Buy Different Things - Part 1
Unit 3 Why People Buy Different Things – Part 2
Module 7 Organisational Markets And Buying Behaviour
Unit 1 Organisational Customers
Unit 2 How Organisational Members Make Purchase Decisions
Unit 3 Different Goods and Services, And Different Marketing Programmes
Module 8 Forecasting And Market Research
Unit 1 A Forecasters Toolkit
Unit 2 Why Marketing Research
Unit 3 Marketing Research Process
Module 9 Market Segmentation And Target Marketing
Unit 1 How Market Segments Are Defined
Unit 2 Choosing Attractive Market Segments: A Five-Step Process
Unit 3 Targeting Strategies And Global Market Segmentation
Module 10 Positioning
Unit 1 Differentiation
Unit 2 The Foundation Of Marketing Strategies: The Brand Positioning Process
Module 11 The Four P's Of Marketing - Product Decisions
Unit 1 Product Design Decisions For Competitive Advantage
Unit 2 Managing Product Lines
Unit 3 New Product Development Process Decisions
Module 12 The Four P's Of Marketing - Pricing Decisions
Unit 1 Product Design Decisions For Competitive Advantage
Unit 2 Determining The Appropriate Price Level
Unit 3 Pricing Structure: Adapting Prices To Market Variations
Module 13 The Four P's Of Marketing - Distribution (Place) Decisions
Unit 1 Designing Distribution Channels
Unit 2 Distribution Channel Institutions
Unit 3 Objectives And The Best Distribution Channel
Unit 4 Channel Design For Global Markets
Unit 5 Channel Management Decisions
Module 14 The Four P's Of Marketing - Promotion Decisions
Unit 1 The Promotion Mix
Unit 2 Promotional Decision Making
Module 15 Marketing Strategies For New Market Entries
Unit 1 Market Entry Strategies
Unit 2 Strategic Marketing Programmes for Pioneers
Module 16 Marketing Strategies For Growth Markets
Unit 1 Market Entry Strategies
Unit 2 Growth Market Strategies for Market Leaders
Unit 3 Share Growth Strategies for Followers
Module 17 Marketing Strategies For Mature And Declining Markets
Unit 1 Strategic Choices in Mature Markets
Unit 2 Marketing Strategies for Mature Markets
Unit 3 Strategies For Declining Markets
Module 18 Organising And Planning For Effective Implementation
Unit 1 Designing Administrative Relationships For The Implementation Of Different Competitive Strategies
Unit 2 Designing Appropriate Organisational Structures And Processes for Implementing Different Strategies
Unit 3 Marketing Plans
Module 19 Measuring And Delivering Marketing Performance
Unit 1 Designing Marketing Metrics
Unit 2 Design Decisions For Strategic Monitoring Systems And For Marketing Performance Management
Unit 3 The Marketing Audit

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