Marketing Course

Every product we sell, every store we visit, every media we post, and every choice we make regarding consumer society has been made by marketing forces.

It is the “ Management process responsible for identifying, anticipating and satisfying customer requirements profitably,” as CIM defines.
A key management discipline ensures producers of goods and services can interpret consumer desires and match or sometimes exceed them.
It is about understanding the competitive marketplace and ensuring you can tap into key trends, and reaching maximum consumers with the right price, place, and time.

In this session we will show the characteristics of each of the 7 elements, or “7 Ps” that make up the “marketing mix.

We will study all these in one definition known as 5ps ( Product, price, place, promotion and people).
More recently, two further Ps were added ( Process and physical evidence ).

marketing strategy can be defined as an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives. Chief among the issues that are fundamental to strategic marketing as a field of study are the questions of how the marketing strategy of a business is influenced by demand side factors and supply side factors. KeywordsStrategic marketing-Marketing strategy-Competitive marketing strategy-Market strategy.

During this session we will study the strategic marketing as a field of study and delineates certain issues fundamental to the field

Market segmentation is customer-oriented definition. Marketer will identify the customer need and want then only decide if it is practical to develop marketing mix to satisfy those wants.

• The management can respond to meet changing market demand. • Management can do a better marketing job
• Develop strong positions in specialized market segment.

During this session we will study the process of marketing segmentation, Identify the current and potential wants that exist in the market, Identify the characteristic that distinguish among the segments and Determine who has each want.
Finally we will estimate how much demand and potential sales each segment represents.

In this session we will raise the basic questions about how and why people behave as consumers, as well as ways in which this behaviour might be studied. We also introduce how marketing as a discipline came about, and why understanding consumer behaviour is at the heart of effective marketing.

During this session we will place the consumer within his or her recognised social context, that is in relation to the producer and to the marketplace in which buying and selling takes place.

We will deal with the way producers market their products to consumers in, and the way they develop and market new products and innovations.

During this session we will disscuss the generic marketing strategies, the product life cycle strategies, portfolio strategies, convenience strategies, relatioship marketing strategy, innovation and ethical strategies.