Marketing Management

Description

Target audience:

  • Chief Communications Officers
  • Marketing and communications directors, managers, executives and staff.

What you will learn

Upon completion of this course, you will be able to understand:

  • Different levels of a proposition.
  • Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
  • The relationship between product and service offerings and the product-service spectrum.
  • Processes and issues associated with innovating new propositions.
  • How new propositions are adopted by markets.
  • The concept of price elasticity of demand.
  • Price, and its relationship with costs, quality,and value.
  • How customers perceive price.
  • Pricing strategies and how to price new offerings.
  • Cost-, competitor-, demand-, and value-oriented approaches to pricing.
  • How pricing operates in the business-to-business setting.
  • The role and configuration of the marketing communications mix.
  • Characteristics of each of the primary tools, messages, and media.
  • Criteria that should be used to select the right communications mix.
  • The changing marketing communications landscape.
  • Principles and issues associated with integrated marketing communications.
  • Digital marketing and social media marketing.
  • How digitisation is transforming marketing practice.
  • Key techniques in digital marketing and social media marketing.
  • How practitioners measure the effectiveness of social media marketing.
  • Crowdsourcing and how it can be harnessed for marketing.
  • Characteristics and principal types of brands and branding.
  • Ways in which brands work through associations and personalities.
  • How branding has evolved, utilising relational, and co-creation perspectives.
  • How brands can be built.
  • Principal issues associated with branding in services, B2B, internal, and global contexts.
  • Issues and activities associated with brand equity and why branding is important to marketing messages.

Further information

London Business Training & Consulting (LBTC)
Provider:
London Business Training & Consulting (LBTC)
Duration:
1 Week
Price:
£2,625 (ex VAT)
Availability:
Scheduled dates
Course type:
Classroom
Locations:
London Hammersmith, Novotel Deira City Centre

Contact Information

London Business Training & Consulting (LBTC)

ONE LYRIC SQUARE
Hammersmith
London
W6 0NB

Credentials

Locations