Part 1 – MARKETING DEFINIED AND MARKETING IN CONTEXT.
1. The Marketing Concept.
2. Marketing Strategy and Understanding Competitors.
Part 2 – UNDERSTANDING MARKETS.
3.The Marketing Environment.
4. Consumer Buying Behaviour.
5. Business Markets and Business Buying Behaviour.
6. Segmenting, Targeting and Positioning.
7. Marketing Research.
Part 3 – MARKETING PROGRAMMES.
8. Product Decisions.
9. Developing Products and Managing Product Portfolios.
10. The Marketing of Services.
11. Marketing Channels.
12. Pricing.
13. Marketing Communications.
14. Branding and Packaging.
Part 4 – MANAGING MARKETING.
15. Planning and Implementation.