IBAM Diploma

MARKETING
The Marketing module provides students with a sound knowledge and understanding of key marketing principles, concepts, problems and solutions. Students will appreciate the importance of marketing and marketing planning for all business organisations and environments and their importance in achieving business and organisational objectives. The module also explores in detail the marketing process in practice: market segmentation and marketing intelligence, the marketing mix, marketing tools and marketing communications.

SYLLABUS
The Marketing Environment
• Matching customer needs and organisational resources
• Product, sales and marketing orientation
• The development of marketing and the growth of consumerism

Marketing in different environments
• Social and ethical responsibilities in marketing
• Marketing Strategy and Planning
• Marketing as part of organisational planning
• The marketing planning process
• Marketing audit (including PESTLE, Porter and SWOT)
• Product/market strategies and risk
• Setting marketing objectives (SMART)
• Monitoring and controlling the marketing plan

Market Identification
• The role and scope of marketing intelligence
• The marketing research process
• Sources of market data
• Market segmentation
• Evaluating target markets

The Marketing Mix
• The marketing mix (4Ps)and the shift to the 7Ps
• People,physical evidence and process management
• Marketing services, and to other countries
• Product Price Place

Marketing Communications
• Communications process model
• Building relationships with stakeholders
• Understanding buyer behaviour
• The promotional mix