MARKETING LEVEL 2

The aim of the course is to enable candidates to develop:

(a) the marketing concept
(b) the fundamental techniques applied to the marketing of products and services.

Syllabus

1 Marketing Management
1.1 Understanding
1.2 Organising for marketing
1.3 Environmental issues
2 Marketing Planning
2.1 Information
2.2 Budgeting
2.3 Control
3 Customer and Consumer Behaviour
3.1 Understanding
3.2 Segmentation, targeting and positioning
4 Marketing Research
4.1 Understanding
4.2 A tool of management
4.3 Methodology
5 The Marketing Mix
5.1 Understanding
5.2 Product
5.3 Price
5.4 Place
5.5 Promotion
5.6 Physical evidence
5.7 Participants
5.8 Process
6 Promotion
6.1 Understanding
6.2 Communication – general
6.3 Promotion communication
6.4 Control
6.5 Agencies
6.6 Public Relations (PR)
6.7 Advertising
6.8 Sales promotion
6.9 Personal selling
7 General Issues
7.1 Packaging
7.2 Direct response and database marketing
7.3 International
7.4 General

Course Duration: 50 hours