CABM Module 300 – Marketing Management
300.1 Marketing Strategies
300.1.1 Understand the need for marketing planning. Discuss steps involved in the marketing planning process.
300.1.2 Learn how to create and work with a marketing plan.
300.2 New-Product Development
300.2.1 Understand the importance of new products, including the process of innovation. Explain the process of product adoption and the diffusion of innovations.
300.2.2 Discuss the phases in a new-product development process.
300.3 Product and Service Marketing
300.3.1 Explain the layers of a product concept, such as core, actual, and augmented product. Describe the classifications of products, such as durable, nondurable, convenience, specialty, raw materials, and component parts.
300.3.2 Explain the different product objectives and strategies a firm may choose. Explain how firms manage products throughout the product life cycle.
300.3.3 Discuss how branding creates product identity, such as symbols and trademarks. Describe the different types of branding strategies, such as individual, family, national, store, generic, licensing, cobranding, and ingredient branding. Explain the roles packaging and labeling play in developing effective product strategies. Learn how to organize for effective product management function.
300.3.4 Describe the major characteristics and classification of services. Describe the core and augmented services, services on the Internet, and the elements of the service encounter.
300.3.5 Learn how to provide quality service and describe service quality attributes such as search, experience, and credence qualities. Understand how to measure service quality using SERVQUAL, gap analysis, and the critical incident technique. Describe the strategic issues in service quality, including the future of services.
300.4 Advertising, Promotions, and Public Relations
300.4.1 Define advertising. Describe major types of advertising, such as product, institutional, retail and local, and do-it-yourself advertising. Describe the steps in the process of developing an advertising campaign.
300.4.2 Define sales promotion. Describe different types of trade and consumer sales promotion activities.
300.4.3 Explain the role of public relations (PR) in marketing and discuss its objectives and activities along with the required steps in developing a PR campaign strategy. Learn to measure effectiveness of PR efforts.
300.5 Pricing Strategies
300.5.1 Discuss in detail about the major steps in price planning, including objectives, demand, costs, environment, strategies, and tactics. Discuss the various types of Internet-based pricing strategies.
300.5.2 Describe the psychological, legal, and ethical issues involved in pricing.
300.6 Consumer and Business Buyer Behavior
300.6.1 Define consumer behavior and describe the steps in the consumer buying decision-making process in terms of prepurchase, purchase, and postpurchase activities.
300.6.2 Explain how internal/situational/social factors influence consumers’ buying decision-making process.
300.6.3 Define business markets, and differentiate between organizational (business) markets and consumer markets. Discuss demand factors in business markets, such as derived, inelastic, fluctuating, and joint demand. Describe how business markets are classified, such as producers, resellers, and organizations.
300.6.4 Describe the nature of business buying, including the steps in the business buying decision-making process in terms of prepurchase, purchase, and postpurchase activities.
300.7 Marketing Information and Research
300.7.1 Explain the role of the marketing information system and the marketing decision-support system in marketing decision-making, including data mining analysis.
300.7.2 Describe the steps in the marketing research process, starting with defining the research problem and ending with preparing the research report.
300.8 Marketing Channels and Distribution
300.8.1 Understand the concept of the value chain and describe the key elements and links in a supply chain.
300.8.2 Discuss the functions of distribution channels, including the roles of various intermediaries.
300.8.3 Describe the types of distribution channels and the steps in planning distribution channel strategies. Relate distribution channels to the marketing mix.
300.8.4 Explain how the supply chain uses logistics.
300.9 Electronic Commerce and Marketing
300.9.1 Discuss the various formats of consumer-to-consumer (C2C) e-commerce.
300.9.2 Discuss the various functions of business-to-business (B2B) e-commerce, including the exchange of information, goods, services, and payments.
300.10 Target and Direct Marketing
300.10.1 Understand the need for market segmentation. Discuss the steps in the target marketing process, including segmentation, targeting, and positioning.
300.10.2 Explain how marketers increase log-term success and profits by practicing customer-relationship management (CRM) philosophy. Discuss steps in one-to-one marketing and the characteristics of CRM.
300.10.3 Describe direct marketing. Discuss the different types of direct marketing, including mail order, direct-response advertising, and mobile commerce (m-commerce).
300.11 Sales Administration and Management
300.11.1 Understand the role of personal selling and technology within the context of a firm’s promotion mix. Discuss the approaches taken in personal selling and the steps needed in the creative selling process from prospecting to follow-up.
300.11.2 Understand the decisions of sales management and learn how to set salesforce objectives; how to create a salesforce strategy; how to recruit, train, and reward the salesforce; and how to evaluate salesforce performance.