Marketing & Communications

Teacher

COURSE DESCRIPTION

Aims
• To understand the theory and practice of marketing decision making.
• To identify the role of the marketing mix within the context of marketing decision making.

Learning Outcomes

After completing the module, the student should be able to:
1. Explain the role of market segmentation in marketing decision making, generally, and in developing the marketing mix.
2. Assess the role of the marketing mix within the context of marketing decision making.
3. Evaluate each of the marketing mix parameters, and assess the role of the additional mix parameters in services offerings.
4. Apply the marketing mix in practice, both in the private and non-profit sectors.

Course Features

Lectures 7
Quizzes 0
Skill level EBI Certificate
Language English
Students 36
Assessments Yes

You have 2 weeks remaining for the course

Marketing & Communications 7
- Lecture1.1
  
  • Marketing overview – PESTLE analysis, Porter’s Five Forces framework
- Lecture1.2
  
  • Market segmentation
- Lecture1.3
  
  • Portfolio analysis
- Lecture1.4
  
  • Market positioning
- Lecture1.5
  
  • The buying process
- Lecture1.6
  
  • The marketing mix – 4Ps and 7Ps extended mix
- Lecture1.7
  
  • Communication – customer value, branding