Marketing Management

MODULE 1. MARKETING AND BUSINESS

The new business order.
Origin and evolution of marketing.
Marketing as a function.
Mass marketing and relationship marketing.

MODULE 2. ECONOMICS FOR MARKETING MANAGERS

Introduction to economics.
The essential model: supply and demand.
Basic macroeconomics concepts.

National income accounting: GNP and GDP.
Unemployment.
Inflation and the price index.
Foreign accounts.

Aggregate supply and demand: equilibrium.
Aggregate demand in the closed private economy.
Macroeconomics in the open economy.

MODULE 3. STRATEGIC APPROACH

The Macroenvironment.

- Social, political and technological context.

The Microenvironment.

- Sector Analysis.
- Market Analysis.
- Segmentation.

Vision, mission and Values of the Organisation.
Internal Analysis.
The Strategic Business Unit Concept.
Portfolio analysis.
SWOT Analysis.
Competitive advantage, image and positioning.

Strategies.
- Generic competitive strategies.
- Designing solutions: creativity and innovation.


MODULE 4. CONSUMER AND ORGANISATIONAL BUYING BEHAVIOUR

Consumer Analysis.

- Consumer behaviour.
- Decision-making processes.

Organisational buying behaviour.

- Differences with consumers.
- The organisational buying decision process.

Analysis of the Competition.

- Key factors.


MODULE 5. INFORMATION AND MARKET RESEARCH SYSTEMS

The Marketing Information System.

- Evolution of marketing information systems.

Structure and Elements.

- Files and databases.
- Data warehouse.
- Information sources and data collecting techniques.
- Internet and Internet information resources.

Data analysis.
- Analysis and evolution of decision support systems.
- Knowledge-based systems.
- Data Mining.

Market Research.
- The nature of Market Research.
- Market Research Design.
- General aspects of surveys and panels.
- Questionnaires: samples and fieldwork. Qualitative and quantitative techniques.

Presenting results.
Marketing Applied Statistics.

- Basic concepts.
- Regression analysis.
- Sampling concepts and methods.

MODULE 6. OPERATIONAL DIMENSION

Managing Solutions.

- Concept, development, launching and managing products and services.
- Price management.
- Price and value.

Distribution.

- Distribution of goods and services.
- Strategic approach to distribution.

* Channel management: Trade Marketing.
* Marketing Applied Logistics.


Marketing Communication.

- The communication mix.
- Public relations.
- Advertising: Objectives, planning process, media planning and briefings.
- Promotions and promotional marketing

Objectives, planing and promotion, budgets and calculating the break-even point.

- Merchandising.
- Direct marketing.
- Customer Relationship Marketing.

E-commerce strategy.
- Internet.
- Electronic commerce.

MODULE 7. AREAS OF ACTIVITY

Business to Business Marketing.

- Concepts and characteristics.
- Business to business markets and segmentation.
- Buying policies .
- Business to business strategies.

Service Marketing.

- Concept and main features.
- Differences with consumer marketing.
- Service marketing strategies.
- Application of marketing principles in service companies.
- The client as the producer of the service. "Servucción".


MODULE 8. MARKETING PLANNING AND CONTROL

Concept and development of the Marketing Plan.

- The need to plan.

Sales forecasting techniques.
Setting and monitoring objectives.
The Plan of Action.

- Structure of the Plan.
- The company as an economic unit.
- Financial statements.
- The balance sheet. Assets and liabilities.
- The profit and loss account.
- The cost of manufactured production.

Budgetary Control.

- Basic concepts.
- Planning the annual budget.
- Elaborating budgets for the sales area.
- Economic deviation models in sales activities.

MODULE 9. SALES MANAGEMENT

Business Negotiations.

- Basic concepts.
- Types of negotiations.
- Types of negotiators.
- Steps in negotiations.
- Tools and tactics.

Presentation Techniques.

- Speaking in public.
- Preparing the presentation.
- Structure of presentations.
- Visual aids.

Sales Management and Organisation.

- Specifying objectives.
- Choosing the sales team.
- Organising the sales network.
- Size of the sales team.
- Allocation of sales force in different territories.
- Planning sales calls.
- Selecting, training and assessing the sales force.
- Reward systems.

Customer Portfolio Management and customer loyalty

- Classifying the portfolio.
- Strategic value.
- Individual plan of action for each customer.
- Portfolio management.

MODULE 10. INTERNATIONAL MARKETING AND INTERNATIONAL TRADE

The International business environment.

- The international environment.
- Domestic markets.
- The E.U. market.
- International markets.
- The concept of global market.

The Large International markets.

- E.U. and Eastern European Countries.
- The Arab Countries.
- Latin America.
- USA, Canada and Australia.
- Asia.

International Strategic Approach.

- International Strategic Planning.
- Entering international markets.
- Direct access.
- Indirect access.
- Shared access.

International Financing.

- Import-Export Operations.
- Financing commercial operations.