Marketing Management and Planning

1. General Marketing Theory

1.1. Marketing mix

1.2. Customer mix

1.3. Target markets, positioning and segmentation

1.4. Creating value

1.5. Product life cycle

2. Strategies Processes and Plans

2.1. Marketing planning process

2.2. Marketing planning cycle

2.3. Mission statement

2.4. SBU structure

2.5. Ansoff's grid model

2.6. Corporate culture

2.7. Market opportunity analysis

2.8. Goal formation

2.9. Market analysis

2.10. Forecasting

2.11. Profitability

2.12. Competition

3. Environmental Analysis

3.1. Technology

3.2. Government

3.3. Economics

3.4. Culture

3.5. Demographics

3.6. SWOT analysis

3.7. PESTEL analysis

3.8. Five forces analysis

3.9. Impact analysis

3.10. Scenario analysis

3.11. Porters value chain

4. Competitor and industry analysis

4.1. Competitor actions

4.2. Exit barriers

4.3. Market leader

4.4. Strength and weakness checklist

5. Internal analysis

5.1. Service distinction

5.2. Matching demand and supply

5.3. Improving service quality

5.4. Customer failure

5.5. Sales and profitability

5.6. Brand loyalty

5.7. Cost vs performance

5.8. Organisational capabilities/constraints

5.9. Strategic decisions

5.10. Growth - share matrix

6. Critical thinking

6.1. Disposition

6.2. Criteria

6.3. Argument

6.4. Reasoning

6.5. Point of view

7. Critical reading

8. Growth strategies

8.1. Market development

8.2. Product development

8.3. Diversification

8.4. Growth of existing product

8.5. Incentives

8.6. Vertical integration

9. Global strategies

9.1. scale economies

9.2. cross subsidisation

9.3. strategic alliances

10. Diversification

10.1. Internal expansion

10.2. External expansion

10.3. sub brand

10.4. endorsed brand

11. Communication

11.1. Advertising

11.2. Sales promotion

11.3. Events

11.4. Public relations

11.5. Direct marketing

11.6. Interactive marketing

11.7. Word of mouth

11.8. Personal selling

12. Major Case: UC Sustainability

12.1. Branding

12.2. Proposal

12.3. Facebook

13. Evaluating marketing research

13.1. Strategic issues and considerations

13.2. Secondary vs primary data

13.3. Marketing research process

13.4. Qualitative measures

13.5. Sampling

13.6. Marketing decision support system

13.7. Measures of market demand

14. Creating customer value, satisfaction and loyalty

14.1. customer perceived value determinants

14.2. customer relationship management

14.3. customer retention strategies

15. Analysing consumer markets

15.1. Freud's theory

15.2. Maslow's hierarchy of needs

15.3. Herzberg's two factor theory

15.4. consumer buying process

15.5. social factors

15.6. lifestyle factors

16. Customer service

16.1. Image

16.2. Consumer decision model

16.3. Service value model

16.4. Subliminal perception

17. Service design

17.1. The house of quality

17.2. 12 principles for service design

18. Branding

18.1. strategy decisions

18.2. development

18.3. valuation

18.4. maintenance

19. Segmentation

19.1. geographic

19.2. demographic

19.3. psychographic

19.4. behavioural

20. Implementation

20.1. strategy evaluation

20.2. control

20.3. marketing audit