Marketing Management Course
Dr. Mostafa Abdel Azeem
Course Objectives:
The marketing management course aims to:
1- To learn marketing concepts.
2- Learning the orientations towards marketplace
3- Identifying the Marketing Department role.
4- Training employees on how to set concrete marketing plans.
5- Identifying different types of marketing strategies
This Course is based on:
1- Academic k
nowledge
2- Trainer's experience
3- Trainees' participation
Course Period : 45 hours (2 Months)
Including the midterm, final project, and final exam
Course Outline
1 Marketing Concepts
1-1 Modern Marketing concepts
1-2 Market & Marketing
1-3 Marketing & Sales
1-4 Need – Wants - Demand
1-5 Products & Services
2 Company Orientations towards the Marketplace
2-1 The Production Concept
2-2 The Product Concept
2-3 The Selling/Sales Concept
2-4 The Marketing Concept
3- The role of marketing in the organization
3-1 Marketing organizational chart
3-2 Marketing Plan
3-3 Marketing Activities
4- Marketing plan
4-1 Strategic Marketing
4-1-1 Marketing Researches
4-1-2 Segmentation
4-1-3 Targeting
4-1-4 Positioning
4-1-5 SWOT analysis
4-1-6 TOWS analysis
4-2 Tactical Marketing
4-2-1 Products
Product definition
Product strategy
Sales plan
Product life cycle
4-2-2 Price
• Benchmark
• Pricing policies
• Elasticity of demand
4-2-3 Place
Distribution channel
Distribution strategies
Push/pull strategy
Wholesalers
Retailers
New markets
4-2-4 Promotion
Promotion strategy
Advertising message
Production brief
PPM
Airing and publishing
Push/pull strategy
Public realtion
CRM
4-2-5 4P's verses 4C's
5- Measuring and Control
Forecasts of future sales and costs,
Budgets allocating & financial resources,
Schedules identifying the timing of marketing tasks
Contingency Plans
Control
6- Corporate Marketing Strategy
5-1 Ansoff’s Grid
5-2 Consumer tendency to buy
5-3 Diversification Strategies
5-4 Defensive Strategies
5-5 Porter’s Generic Strategies (Generic Strategies)
