Marketing Management

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."

- Peter Drucker, management consultant, educator, and author.

Course Description

This one-week module in marketing management is designed to introduce learners to the fundamental concepts and principles of managing marketing activities in a business. The course will cover key topics such as marketing strategy development, marketing mix decisions, market segmentation and targeting, and marketing performance analysis.

Course Goals

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

1. Understand the key concepts and principles of marketing management.

2. Develop a basic marketing strategy.

3. Make informed marketing mix decisions.

4. Understand the process of market segmentation and targeting.

5. Analyze marketing performance and make necessary adjustments.

Weekly Learning Objectives

By the end of this week, learners will be able to:

1. Define marketing management and understand its role in a business.

2. Develop a basic marketing strategy for a given product or service.

3. Make informed decisions about the marketing mix (product, price, place, and promotion).

4. Understand the process of market segmentation and targeting and apply it to a given market.

5. Analyze marketing performance data and make necessary adjustments to a marketing strategy.

Instructional Material

1. Lecture notes on marketing management concepts and principles.

2. Case studies of successful marketing management practices.

3. Templates and guides for developing a marketing strategy, making marketing mix decisions, and analyzing marketing performance.

4. Articles and resources on market segmentation and targeting buyer personas.

 

Assessments

1. A short quiz on marketing management concepts and principles.

2. Develop a basic marketing strategy for a given product or service.

3. Develop marketing mix decisions for a given product or service.

4. Create buyer personas for a given market.

5. Analyze a set of marketing performance data and make necessary adjustments to a marketing strategy.


Course Technology

1. Learning Management System (LMS) for course content delivery and communication.

2. Presentation software ( PowerPoint) for presenting marketing strategies.

3. Spreadsheet software (Excel) for analyzing marketing performance data.

4. HubSpot buyer personas software.

Learner Activities




Learner Interactions