By the end of this course, participants will be able to:

• Define core marketing functions and the strategic role of marketing within organizations
• Conduct comprehensive marketing audits using established frameworks
• Apply segmentation, targeting, and positioning strategies effectively
• Design and evaluate integrated marketing communications campaigns
• Utilize marketing research to inform decision-making and improve campaign outcomes

• Marketing Executives and Coordinators
• Sales and Business Development Professionals
• PR and Communications Specialists
• Operations Staff involved in customer engagement

Module 1: Marketing Fundamentals

• Definition and scope of marketing management
• Evolution of marketing concepts
• Marketing vs. selling
• Overview of the marketing mix

Module 2: Marketing Audit and Planning

• Analyzing the marketing environment
• Conducting SWOT and PESTLE analyses
• Applying Porter's Five Forces
• Customer and competitive analysis

Module 3: Segmentation, Targeting, and Positioning (STP)

• B2C and B2B segmentation bases
• Criteria for effective segmentation
• Market targeting strategies
• Positioning frameworks and implementation

Module 4: Marketing Communication and Campaigns

• Elements of communication and promotion
• AIDA model and campaign planning
• Media planning and budgeting
• Evaluation of promotional activities

Module 5: Product Life Cycle Strategy

• PLC stages and marketing implications
• Promotion mix adaptation across lifecycle
• Push and pull promotional strategies

Module 6: Marketing Research

• Designing and executing marketing research
• Primary vs. secondary data collection
• Questionnaire design
• Survey methodologies

Module 7: Customer and Competitive Analysis

• Tools for understanding customer behavior
• Competitor profiling
• Benchmarking techniques

Module 8: Integrated Marketing Planning

• Aligning marketing strategies with business goals
• Budgeting and resource allocation
• KPI setting and performance tracking

Module 9: Case Studies and Practical Applications

• Real-world marketing challenges
• Group problem-solving exercises
• Lessons learned and best practices

Module 10: Course Review and Final Assessment

• Recap of key learning points
• Interactive quiz
• Final Q&A and knowledge check

The course combines various teaching methods, including instructor-led presentations, group discussions, case study analyses, and assessments through quizzes and a final exam to engage participants and ensure they understand and retain the material.