1. Stage 1: Understand the Marketplace and Customer Needs
1.1. Topic 2: Marketing Environment
1.1.1. Micro and Macro Environment
1.1.1.1. Micro
1.1.1.1.1. Company
1.1.1.1.2. Supplier
1.1.1.1.3. Marketing Intermediaries
1.1.1.1.4. Customers
1.1.1.1.5. Publics
1.1.1.1.6. Competitors
1.1.1.2. Macro
1.1.1.2.1. Demographic
1.1.1.2.2. Economic
1.1.1.2.3. Natural Environment
1.1.1.2.4. Technology
1.1.1.2.5. Culture
1.1.1.2.6. Politics
1.1.2. SWOT Analysis
1.2. Topic 1 : Needs, Wants, Demands
2. Stage 2: Design a customer-driven marketing strategy
2.1. Topic 3: STDP
2.1.1. Segmentation
2.1.1.1. Demographic
2.1.1.2. Psychographic
2.1.1.3. Geographic
2.1.1.4. Behavioral
2.1.2. Targeting
2.1.2.1. Undifferentiated
2.1.2.2. Differentiated
2.1.2.3. Concentrated
2.1.2.4. Mirco
2.1.3. Differentiation
2.1.3.1. Product/ Service
2.1.3.2. Image
2.1.3.3. People
2.1.3.4. Channel
2.1.4. Positioning
2.1.4.1. Perceptual Map
3. Stage 3: Preparing an Integrated Marketing Plan and Program
3.1. Topic 7: Promotion
3.1.1. promotion mix strategy
3.1.1.1. 5 Tools:
3.1.1.1.1. Advertising
3.1.1.1.2. Sales Promotion
3.1.1.1.3. Public Relations
3.1.1.1.4. Personal Selling
3.1.1.1.5. Direct marketing
3.1.2. Integrated Marketing Communication (IMC)
3.1.2.1. Broadcasting
3.1.2.2. Narrow Casting (commonly used these days)
3.2. Topic 4: Product and Branding Strategy
3.2.1. 3 level of marketing
3.2.2. Product Classification
3.2.3. Product Decisions
3.2.4. Building strong brand
3.3. Topic 5: Price
3.3.1. Price Framework
3.3.2. Major Price Strategy
3.3.3. Price Mix
3.3.4. Price Adjustment
3.4. Topic 6: Place
3.4.1. Type - Level
3.4.2. Conflict
3.4.3. Organisation
3.4.4. Decision