Marketing for Managers

Course overview

In this course, you will learn key marketing concepts, including the principles of marketing, the marketing planning process and marketing environmental analysis. In this subject, you will learn how to analyse the marketing environment using PESTLE, Five Forces, SWOT Analysis, Porter's Value Chain, and Marketing Plan Templates. You will examine current marketing practices in a diverse range of marketing contexts. You will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This course will provide you with the skills to effectively evaluate, manage and design the marketing function and contribute to a firm's future marketing direction through applying modern marketing thought.

Outcomes

• Critically analyse and evaluate internal and external marketing environments and stakeholder and customer relationships in various marketing scenarios.
• Undertake research to understand marketing theories, concepts, and techniques for designing marketing and risk management plans in various marketing situations.
• Design competitive positioning, branding and marketing strategies for real-world events.
• Develop a high-level mastery of marketing skills and professional conduct required for market planning in diverse marketing contexts.
• Critically evaluate and synthesise information from a wide range of sources to demonstrate research skills and the capacity to document research outcomes in marketing with sound analysis and recommendations.

Lessons

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  Marketing and a firm video length

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  Situational Marketing Analysis

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  Macroenvironments

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  Formulating the Marketing Plan

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  Executing the Marketing Plan