NEW PROFESSIONAL (6-WEEK) EVENING COURSE

Increasing competition between national and international companies calls for a greater degree of ability and professionalism on the part of all managers. This advanced level management programme is regularly selected by employers seeking a suitable course of study for their middle and line managers. The structure of the programme ensures the participants are able to develop both academic knowledge and practical management skills.

Marketing Management:

The critical role of marketing in organisations and society, laying the groundwork through strategic planning, managing the marketing process & marketing planning.

Analysing Marketing Opportunities:

Marketing information systems and marketing research, analysing the marketing environment analysing consumer markets and buyer behaviour, analysing business markets and organisational buying behaviour, analysing competitors.

Research and Selecting Target Markets:

Measuring and forecasting market demand, indentifying market segmentation and selecting target markets.

Designing Marketing Strategies:

Market strategies for differentiating and positioning the marketing offer, developing, testing and launching new products and services, managing products through their product life cycle, deciding on international market enquiry, methods of entry, international marketing programme.

Planning Marketing Programme:

Managing product lines, brands and packaging, managing service business and ancillary services, designing, pricing strategies and programmes, selecting and managing marketing channels, managing, retailing and wholesaling, designing communication and promotion mix strategies, designing effective advertising programmes, designing direct marketing, sales promotion and public relations programmes, managing the sales force, managing direct marketing operations, implementing marketing programmes, controlling marketing activities.

Core Text: Marketing Management – Philip Kotler (Prentice Hall)

Alternative Texts and Further Reading: Go International – Keith Monk (McGraw Hill)/Essentials of Marketing – G Lancaster & L Massingham (McGraw Hill)