Welcome on this learning programme!

This online course serves as an introductory guide to the fundamental concepts of marketing management. It covers essential topics such as the marketing environment, the marketing mix, and marketing strategy formulation. Additionally, it delves into the roles of public relations and mass communication within business contexts. Furthermore, the course provides insights into strategic marketing planning and its evaluation processes. With a focus on digital media, it explores the significance of digital marketing and introduces the concept of digital marketing strategy. By providing foundational knowledge of current marketing concepts and terminologies, this course equips learners with essential skills for navigating the dynamic landscape of marketing management.

What you will learn:

At the end of this course, the learner should be able to:

• Explain key marketing management concepts and their impact on business success.
• Differentiate between internal marketing components and outline marketing planning steps.
• Discuss the external market environment's influence on organisations.
• Establish strategic objectives, develop a marketing strategy, and formulate a plan.
• Analyse the product's role in the marketing mix and adjust strategies throughout its life cycle.
• Identify distribution channels and environmental factors affecting channel selection.
• Define pricing's role, select strategies based on objectives, and adapt to market conditions.
• Integrate promotion into the marketing mix and apply communication models.
• Understand public relations and mass communication in business contexts.
• Describe strategic marketing planning and its purpose.
• Explore digital media's impact and trends in marketing management.
• Discuss digital marketing's role in the broader marketing landscape.
• Define a digital marketing strategy and emphasize its strategic alignment.

Course Content:

Unit 1: Basic concepts in marketing management

Unit 2: The internal marketing environment

Unit 3: The external marketing environment

Unit 4: Formulating a marketing strategy

Unit 5: Understanding “product” in the marketing mix

Unit 6: Understanding “place” in the marketing mix

Unit 7: Understanding “price” in the marketing mix

Unit 8: Understanding “promotion” in the marketing mix

Unit 9: The role of public relations and mass communication in business

Unit 10: Integration – formulating a strategic marketing plan

Unit 11: What is digital media?

Unit 12: Digital marketing within the broader scope of marketing

Unit 13: Digital marketing strategy

Note: The e-course book for this course is “Marketing Management Basics” published by Edge Learning Media, ISBN 978-1-77612-302-5.

Who Should Attend:

• Sales and marketing professionals and managers.
• Any individual that wants to work within a sales and marketing environment.

Entry Requirements:

There are no entry requirements for this course.

Course Structure:

This course is only available in an online learning format. The course includes learning activities, videos and quizzes.

Assessments:

Learners will need to complete the online quiz for this course.

Accreditation:

This course is not accredited.

Certification:

 A Certificate of Successful Completion will be issued upon completion of the course.

Duration:

1 week per learning unit / 13 weeks in total (4 - 5 months)