Module 300: Marketing Management
300.1 Marketing Strategies
300.1.1 Understand the need for marketing planning
300.1.2 Discuss the steps involved in the marketing planning process
300.1.3 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
300.2.2 Discuss the phases in a new-product development process
300.2.3 Explain the process of product adoption and the diffusion of innovations
300.3 Product and Service Marketing
300.3.1 Explain the layers of a product concept, such as core, actual, and augmented product
300.3.2 Describe the classifications of products, such as durable, nondurable, convenience, specialty, raw materials, and component parts
300.3.3 Explain the different product objectives and strategies a firm may choose
300.3.4 Explain how firms manage products throughout the product life cycle
300.3.5 Discuss how branding creates product identity, such as symbols and trademarks
300.3.6 Describe the different types of branding strategies, such as individual, family, national, store, generic, licensing, cobranding, and ingredient branding
300.3.7 Explain the roles packaging and labeling play in developing effective product strategies
300.3.8 Learn how to organize for effective product management function
300.3.9 Describe the major characteristics and classification of services
300.3.10 Describe the core and augmented services, services on the Internet, and the elements of the service encounter
300.3.11 Learn how to provide quality service and describe service quality attributes such as search, experience, and credence qualities
300.3.12 Understand how to measure service quality using SERVQUAL, gap analysis, and the critical incident technique
300.3.13 Describe the strategic issues in service quality, including the future of services
300.4 Advertising, Promotions, and Public Relations
300.4.1 Define advertising and describe the major types of advertising, such as product, institutional, retail and local, and do-it-yourself advertising
300.4.2 Describe the steps in the process of developing an advertising campaign
300.4.3 Define sales promotion and describe the different types of trade and consumer sales promotion activities
300.4.4 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.
300.4.5 Learn how to measure the 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
300.5.2 Discuss the various types of Internet-based pricing strategies
300.5.3 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 factors, situational factors, and social factors influence consumers' buying decision-making process
300.6.3 Define business markets, and differentiate between organizational (business) markets and consumer markets
300.6.4 Discuss demand factors in business markets, such as derived, inelastic, fluctuating, and joint demand
300.6.5 Describe how business markets are classified, such as producers, resellers, and organizations
300.6.6 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
300.8.4 Relate distribution channels to the marketing mix.
300.8.5 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
300.10.2 Discuss the steps in the target marketing process, including segmentation, targeting, and positioning
300.10.3 Explain how marketers increase log-term success and profits by practicing customer-relationship management (CRM) philosophy
300.10.4 Discuss the steps in one-to-one marketing and the characteristics of CRM.
300.10.5 Describe direct marketing
300.10.6 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
300.11.2 Discuss the approaches taken in personal selling and the steps needed in the creative selling process from prospecting to follow-up
300.11.3 Understand the functions 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 the salesforce performance
