Program Overview

1. Introduction

    • Course Objectives
    • Evolution of Marketing
    • Marketing Mix
    • Marketing Concepts
    • Marketing Process

2. Definitions

    • Firm�s Objectives
    • Environment

3. Market Research

  • Theory
  • Practice
  • Types of Research
  • The research Company
  • Own Company's Potential

4. Market Segmentation

  • Market Definition
  • Targeting
  • Positioning

5. Products

  • Product Strategies
  • Product Planning
  • Product Life Cycles
  • New Product Development
  • Why New Products Fail
  • Product Mix
  • Product Portfolio
  • Product Fact Book

6. Pricing

  • Price Objectives
  • Price Determination
  • Pricing Policy and Strategies
  • Pricing Methods

7. Distribution

    • Distribution Channels
    • Selection
    • Distribution Methods
    • Strategies to Adopt

8. Marketing Plan

    • Planning
    • Preparation
    • Implementation

9. Marketing Communication

    • Why Communicate?
    • Advertising: research
    • Advertising: planning
    • Advertising: implementation
    • Advertising: control
    • Advertising Budgets
    • Types
    • Promotion
    • Public Relations
    • Presentations / Seminars
    • Direct Mail
    • The SA Context
    • Black / White

10. Service Marketing

    • History and Future
    • Research
    • Record Keeping

11. Consumer Marketing

    • Research
    • Market Development
    • Customer Service

12. Industrial Marketing

13. Sales

    • The Synergy of
    • Sales and Marketing
    • The Sales Force
    • Human Relations
    • Forecasting
    • Cost Ratios
    • Territories
    • Sales Promotion: Point of Sale Material
    • Sales Promotion: Exhibitions
    • Sales Promotion: Trade Fairs

14. Strategy Planning

    • Short, Medium, Long Term Planning
    • How Marketing Plays a Part
    • Consequences of Not Planning

15. Marketing Control

    • Evaluation

16 Examination