The advanced Marketing Management course equips you with the essential skills to understand and apply marketing principles effectively. You’ll learn the fundamentals of marketing, including the 5C framework, consumer behavior, segmentation, targeting, and positioning. The course covers competitor analysis using tools such as Porter’s Five Forces and teaches product management strategies to help you develop innovative marketing plans and manage product lifecycles. You’ll also learn how to assess the broader marketing environment and adapt strategies for market success.Through hands-on projects like understanding consumer behavior in the skincare market and rebranding a beverage for Gen Z, you'll gain practical experience in applying segmentation, targeting, and positioning. These projects will provide real-world insights, preparing you to drive marketing initiatives and product strategies that align with consumer needs and market trends. By the end of this course, you'll be able to craft targeted marketing strategies that resonate with your audience.
Overview
Syllabus
- Marketing Fundamentals
- In this module, we will build a strong foundation in marketing by understanding its core concepts, the role of customer value and the 5C framework. You’ll explore how marketing departments function, the importance of planning and the marketing mix and how to assess the broader marketing environment.
- Consumer Behaviour
- In this module, we will explore the journey of consumer decision-making, from recognizing a need to making a purchase, while decoding the psychological, social and emotional factors that influence buying behaviour.
- Segmentation, Targeting and Positioning
- In this module, we will explore how to segment markets effectively, identify and target the right customer groups and create compelling brand positions that connect with those audiences.
- Competitor Analysis
- In this module, we will explore how to assess the competitive landscape using tools like Porter’s Five Forces and competitor benchmarking, equipping you to identify market gaps and sharpen your strategic advantage.
- Product Management
- In this module, we will explore the key elements of product management, from identifying product types and levels to create effective product strategies, managing the product mix and driving innovation through new product development.
