Certified Marketing Planning Manager

Marketing Plan

• Introduction
• Marketing Plan Aims and Objectives
• Content of the Marketing Plan
• Progress Measurement
• Performance Analysis
• Marketing Plans Usage
• Marketing Planning Process

Marketing Audit

• Introduction
• The Marketing Audit Procedure
• The Marketing Environment
• Organisational Audit
• Environmental Auditing
• Innovation Audit
• Auditing Tools

Environmental Analysis

• PEST
• Anticipating Changes in the Law
• Economic Factors
• International Factors
• Social Factors
• Technological Factors
• Competitive Intelligence

Segment-Target-Position

• Segmentation
• Targeting
• Positioning
• Branding

Marketing Strategies

• Strategic Intent
• Ansoff’s Product/Market Matrix
• The Boston Matrix
• Bowman’s Strategy Clock
• Generic Strategies – Michael Porter (1980)
• The danger of Being ‘Stuck in the Middle’
• Marketing Control
• Internal Marketing
• The Balanced Scorecard
• Gap Analysis
• KPI

SWOT Analysis

• Bringing the SWOT Elements Together
• SWOT Analysis – Exercise
• The Marketing SWOT

Products and Markets

• Market Development
• Related Diversification
• Unrelated Diversification
• New Product Development

Test Marketing

• Test Marketing
• Other Forms of Experimentation
• Innovation

Pricing policy

• Pricing Decisions
• Pricing Approaches
• Pricing and Market Share
• Pricing Strategies
• Price Adjustment Strategies

Distribution

• Choosing the Distribution Channel
• Evaluating Current Distribution Channels

Communication Mix

• Marketing Communications
• Media Planning and Cost

Sales Promotions

• The Role of Sales Promotion
• Sales Promotion Objectives
• Consumer Sales Promotion Techniques

Implementation of Marketing Plans

• Marketing Implementation
• Marketing Action Plan
• The Marketing Plan Outline
• Market Segmentation
• Market Overview
• Competitive Overview:
• Writing SWOT
• Goals and Objectives
• Strategies
• Marketing Mix Strategy
• Place Strategy
• Scheduling
• Budgeting
• Assignment and Implementation
• Tracking Procedures

Ethics

• What is Ethics?
• Individual Characteristics
• Organizational and Industry Factors
• Ethical Dilemmas
• Managing Ethics
• Ethics Committee
• Commodities Act, 1955 Corporate Culture and Ethical Climate
• Improving Ethical Decision Making

Marketing Ethics

• What are Ethical Issues in Marketing?
• Consumerism
• Environmentalism
• Pricing Ethics
• Higher Prices Factors
• Distribution Ethics
• Promotion Ethics
• Deceptive Advertising

Socially Responsible Marketing

• Enlightened Marketing

Digital Marketing

• Introduction
• E-Commerce
• Search Engine Optimization
• Social Media
• Behavioral Targeting
• Email Marketing
• Customer Relationship Management