Marketing

Marketing Diploma outline

The Marketing Research

Marketing Research process.

Marketing research services
Syndicated Services
Standardized Services
Customized Services

Data collection methods

The 8 hallmark of scientific research

Marketing Strategy and Planning

Objective Setting
Marketing Strategies
STP (Segmentation, Targeting & Positioning)
Marketing Mix
Implementation of marketing Plan
Control of marketing plan

 Consumer Behavior
The nature of perception
Exposure
Attention
Interpretation
Memory
Product Placement
Perceptual Filters
Marketing to the five senses.
ABC model of attitudes
How do we form attitude?
The consistency principle
Self- perception theory
Social judgment theory
The components of culture
Hofstede’s cultural model
Culture & Time
Cultural mistakes.
Reviewing Maslow’ hierarchy of needs
Types of needs
Biogenic
Psychogenic
Utilitarian
Hedonic
How to motivate the consumer?
Conscious vs. Unconscious consumer motivation

Intrinsic vs. Extrinsic consumer motivation
Rational vs. Emotional consumer motivation

Peer- pressure & body image (The effect on consumer decision making)
Rational versus emotional decisions.

Digital Marketing

Planning, Strategy and Testing
Best practice approaches to online campaign planning
How to determine the optimum mix of digital marketing tools
Integration and multi-channel marketing
Social Media Marketing

Key players in social media: Facebook, LinkedIn, YouTube, Twitter, and Google
Successes and pitfalls of social media.
Email Marketing.

Optimizing your digital marketing: web analytic, tracking and measurement.

Make Market segmentation and brand positioning.

Define marketing and the marketing planning process.The marketing mix?