Marketing Management

Marketing can be viewed as a primary growth engine of the firm. The core purpose of this course in marketing management, digital marketing, strategic marketing, and business development is to develop expertise in those theories, tools and strategic thinking processes that allow modern businesses to acquire customers, improve customer engagement, enhance customer retention, and increase business growth in today’s competitive marketplace.

You will first learn basic marketing management theories before proceeding to more complex marketing principles and applications supported by live examples of contemporary business situations, relevant diagrams, case studies and practical exercises. As you proceed through the course you will learn how to monitor, review and assess the business outcomes of marketing activity, allowing for effective decision making and improved marketing performance, customer satisfaction, and return on investment (ROI). At the conclusion of the course you will be able to utilize established marketing management frameworks and tools to;

• Attract new customers through target marketing, customer segmentation, market positioning, and brand strategy

• Enhance customer satisfaction through insight into customer needs, consumer behaviour, and customer experience

• Increase perceived value and strengthen brand position through well informed branding, marketing communications, and strategic marketing decisions

• Integrate marketing to overall business objectives and corporate strategy through effective business planning and market analysis

Whether you are aspiring to pursue a career in marketing, digital marketing, brand management, business strategy, or entrepreneurship, launching your own business venture or simply aiming to broaden your skillset for decision-making at the strategic level, you will gain skills for managing marketing as a critical business tool and for achieving concrete outcomes in today’s global business and digital economy.