Analysing market opportunities, researching and selecting targets, developing market strategies, planning marketing tactics, and implementing and controlling the marketing effort: these are the essential steps of the marketing management process covered by the course.
This course examines topics related to the management of distribution channels: the nature of marketing channels and the global trends that characterize them; the issues that companies face in designing, managing, evaluating and changing their channels; marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies.
Generating and analysing market data and organising the generation of consumer, customer, and competitor insights within an organisation are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.
Branding has become a critical issue in marketing management, as it is increasingly the most influential element in determining the difference between equally competitive products. The course covers the most relevant topics in brand management: the meaning and the measurement of customer-based brand equity, the dynamics and the architecture of a companyâ€™s brand portfolio, and the roles and functions of different brands.
Going to the Market
Once the target for a given product is decided, itâ€™s time to set up the â€śpath to the market,â€ť the entire route that the product will follow in the passage to the final customer. This course focuses on the methodology used to design an optimal integrated commercial strategy. As more and more companies are interested in selling to the end consumer, the course will also include guides to creating powerful retail formulae, through both traditional and internet channels. Innovation orientation and its holistic commercial approach are important characteristics of this course.
Price Strategy and Management
Consumers and customers perceive price as value for money. This course addresses strategic and tactical issues related to the companyâ€™s pricing policy and to the customerâ€™s perception of price: how to set prices on a product for the first time, how to modify a productâ€™s price over time and space to meet varying circumstances and opportunities, how to initiate and respond to price changes
Sales Management 1
Sales personnel and key account managers serve as the companyâ€™s unique link to customers. The sales and key account people represent the company to many of its customers and in turn bring back to the company much needed intelligence about customers and competitors. The course concerns issues in sales-force design and key account management work.
A successful marketing strategy requires a deep understanding of the market and the competitive arena. Business intelligence is used to foresee development opportunities and to create and deliver the best value for customers. This course is concerned with the process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.
International Marketing Management
In an increasingly global marketplace, companies must be able to move deftly in an international arena. In this course you will learn to formulate effective international marketing strategies and to make crucial trade-offs between standardizing and localizing marketing and sales programmes.
Finance for Marketing and Sales
Understanding the financial side of marketing and sales decisions has become a key competence required for marketing and sales people. In this course you learn to interpret a balance sheet and an income statement, to understand your financials and those of your competitors, and to evaluate the economics of marketing and sales strategies.
Sales Management 2
Customer value delivery is based on effective management of a companyâ€™s sales organisation. This course will identify the factors leading to enhanced sales organisation effectiveness and superior salesperson performance, namely developing sound objectives, strategy, leadership, control systems, motivation, incentive and compensation plans. Other issues covered are the effective conduct of personal selling, such as salesmanship and relationship building.
Market Analytics in the era of Big Data
Large amounts of data are collected, stored and organized by firms who are measuring consumer data as part of regular business. Such â€śBig Dataâ€ť can be today retrieved easily, visualized in a simple manner, and made available to marketing strategists. In this course, you develop a working knowledge of market data analytics and learn the skills that are needed to best leverage the large amounts of market measurement data in order to enhance strategic decision making.
CRM and Business Intelligence
Customers rather than products are the most precious assets of a company. This course on customer relationship management will provide vision, strategy, operations, technology and organisational tools for building a customer-focused organisation based on customer profitability and relationship management.
Marketing Creativity and Innovation
One of the major challenges in marketing and sales management is to develop ideas for new products and to launch them successfully. This course will focus on the role of creativity and new product development as a growth strategy, highlighting the fundamental role played by marketing in finding, developing, and launching successful new products.
Integrated Marketing Communication
Companies must communicate effectively with their customers and stakeholders to leverage their strategic progress. This course covers the basic principles underlying consumer information processing, the effective management of the individual elements of the marketing communication mix, and their recombination into an integrated promotional plan.