International Certification in Marketing Management

Objective. The course, Marketing Management, signifies the focus on marketing concepts essential for the future success of any organization, presented in a technologically advanced format.

Part I: An Introduction to Marketing in the 21st Century 
1. Marketing Today 
2. The Environment in Which Marketing Operates 
3. Developing and Enacting Strategic Marketing Plans 
4. Information for Marketing Decisions

Part II: Broadening the Scope of Marketing 
5. Societal, Ethical, and Consumer Issues 6. Global Aspects of Marketing 
7. Marketing and the Internet

Part III: Consumer Analysis: Understanding and Responding to Diversity in the Marketplace 
8. Final Consumers 
9. Organizational Consumers 10.Developing a Target Market Strategy

Part IV: Product Planning 
11. Basic Concepts in Product Planning 
12. Goods Versus Services Planning 
13. Conceiving, Developing, and Managing Products

Part V: Distribution Planning 
14.Value Chain Management and Logistics 
15. Wholesaling 
16. Retailing

Part VI: Promotion Planning 
17. Integrated Marketing Communications 
18. Advertising and Public Relations 
19. Personal Selling and Sales Promotion

Part VII: Price Planning
20. Considerations in Price Planning 
21. Developing and Applying a Pricing Strategy

Part VIII: Marketing Management 
22. Pulling It All Together: Integrating and Analyzing the Marketing Plan

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