Marketing

Introduction

University of Cambridge International Examinations (CIE) is a part of the world-renowned University of Cambridge (United Kingdom).CIE was established in 150 years ago to provide high-quality, leading-edge qualifications that meet the ongoing demands of employers and educators across the world. It is now one of the world’s leading providers of examinations.

CIE offers a broad range of internationally recognised qualifications, both academic and vocational, which are designed to develop successful students worldwide. CIE Examinations are taken by students in over 150 different countries.

Capital Education and Training is a registered CIE Centre with No VN072.

Aim and Objectives of the Program

A comprehensive course designed to take you into the world of the marketer. The scope and structure of marketing are examined. Marketing product, price, promotion and place, consumer behavior, marketing research, sales forecasting are emphasized.

Course’s content

Section 1: A marketing orientation
•    Organisation of the marketing sub-functions
•    Negotiating with external agencies and suppliers
•    Customer-led organisations
•    The marketing mix - an overview
•    Who are the customers and why do they buy?
•    Customers
•    Managing the customer

Section 2: Researching the market
•    Where do you start?
•    Desk research
•    Field research
•    Market size
•    Sources of data
•    Profiling
•    Budgetary controls
•    Sources of suppliers
•    Planning research

Section 3: Customer behaviour
•    Dividing markets up into customer groups
•    Customers, consumers and end-users
•    What influences buying behaviour?
•    A spotlight on customers
•    Different customer groups seek different benefits
•    The future of marketing
•    Strategic challenges

Section 4: Planning and organising marketing activities
•    How to approach planning
•    Preparing a marketing plan
•    The planning cycle
•    Factors influencing the successful outcome of a plan
•    Implementing and monitoring the plan
•    Summary
•    Markets and market segmentation
•    Branding
•    Branding strategy
•    Ansoff's matrix
•    Porter's five forces model

Section 5: The marketing mix
•    Simplicity or complexity?
•    Blending the ingredients
•    Focusing on the total offer
•    The extended marketing mix
•    Product (or service)
•    Differences between product and service benefits
•    Product portfolio decisions
•    The new product development (NPD) process
•    Price
•    Pricing strategy
•    Pricing structures
•    Promotion
•    Promotion strategy
•    Advertising strategy
•    Direct marketing
•    Place
•    Distribution strategy
•    Supply chain management
•    International distribution channels
•    Strategy in services markets
•    The product life cycle (PLC)
•    The product life cycle (PLC) and new product development (NPD)