1.

Understanding Marketing Management

A. Definition of Marketing, Marketing Management
B. Function of marketing
C. Importance of marketing
D. Core concepts of marketing
E. Marketing Management Philosophy / Orientation (6)
F. Holistic Marketing concept
G. Level of Demand states
H. Societal forces that changing business environment
I. Shift in marketing management

2. Developing Market Strategies and Plans

A.
B.
C.
D.
E.

Strategic plan vs marketing plan

Level of Marketing plan
Marketing plan contents
Michel Porters 3 generic strategies
The Mckinsey 7s Framework

3. Capturing Market Insights

4. Connecting With Customers
A.
B.
C.
D.
E.

Define CRM;
Reasons for building relationship with customers;
Levels and tools for building relationship;
Tools for measuring customer satisfaction;
CRM model.

5. Building Strong Brands

A. Define brand and brand equity. Brand vs Product
B. Levels of meaning carried by brand
C. Elements of Brand
D. Major Brand Strategy Decisions
Source of brand name
Criteria for choosing brand elements
Desirable qualities for a brand name
Approaches of brand positioning
Positioning error
Brand sponsorship/ brand philosophy
E. Dealing with competitor
Michel Porters 5 forces model
Type of industry structure
Leadership strategy
How to expand the market
How to defend market share

6. Communicating Value
A. Integrated Marketing Communication (IMC)
B. Steps in developing effective communication program
C. Tools of IMC/ Elements of Promotion