Course Description | Marketing Management


This course helps you know your competitors and customers better than they know themselves. You will learn the methods and tools for developing and delivering a winning value proposition to your customers. The function of marketing management is the analysis, planning, implementation and control of programs designed to create, build, and maintain exchange relationships with customer target markets for the purpose of achieving organizational goals. The challenge for marketing is to design and implement the best combination of marketing variables to carry out a firm’s strategy in its target market. The course focuses on the basic principles of marketing strategy: competition and the principle of differential advantage, marketing mix and the principle of customer value, customer behavior, market segmentation, market structure, and the principle of building exchange relationships.

Key Takeaways:

  • Learn how to identify your customers and their needs, wants, and desires.
  • Develop the skills needed to analyze and understand complex marketing situations in order to develop and execute appropriate managerial actions.
  • Learn to identify and evaluate market opportunities.
  • Learn tools for analyzing competitors, understanding their strategies and anticipating how they might react to your actions.
  • Assess your market position from the customer’s perspective of value and quality.
  • Construct creative, rigorous, and innovative market-focused strategies.
  • Pinpoint the strategic attractiveness of your products or services and improve your ability to make decisions about growth and profits.
  • Learn to use market research to make strategic decisions.
  • Learn to create, communicate, and capture customer value.

Special Features

  • Through a competitive simulation that compresses years of competition into a few short days, you gain a hands-on understanding of the interactions between your moves and those of your competitors. We help you think through the impact of your decisions on customers, competitors, and the market as a whole.

Emphasis is given to developing integrated strategies and implementation programs.

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