Modern Marketing in a Consumer Lead Environment (Dubai)

Course Contents, Concepts and Issues:

DefiningMarketing and the Marketing Process

• Marketing: Creating and Capturing Customer Value
• Company and Marketing Strategy: Partnering to Build Customer Relationships
• Marketing Strategy in recessionary Periods
• ‘Current Value’ modification and pertinent microeconomic issues

Understanding the Marketplace and Consumers

• Analyzing the Marketing Environment
• Managing Marketing Information to Gain Customer Insights
• Understanding Consumer and Business Buyer Behaviour
• Predicting behavioural outcomes

Designing a Customer-Driven Marketing Strategy and Marketing Mix

• Customer-Driven Marketing Strategy: Creating Value for Target Customers
• Products, Services, and Brands: Building Customer Value
• New-Product Development and Life-Cycle Strategies
• Pricing: Understanding and Capturing Customer Value
• Marketing Channels: Delivering Customer Value
• Retailing and Wholesaling
• Communicating Customer Value: Advertising and Public Relations
• Communicating Customer Value: Personal Selling and Sales Promotion Direct and Online Marketing
• Direct and Online Marketing: Building Direct Customer Relationships

Extending Marketing

• The Global Marketplace
• Marketing Ethics and Social Responsibility
• The importance of Diversity Management in global marketing
• Revolutionising marketing strategy with the incorporation of an effective Diversity Policy