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  • Marketing Management

    MM

    Welcome to Marketing Management – Module BM4403.

     

    This module, BM4403 presents the knowledge and understanding about the importance of marketing management in companies.  It imparts the concepts and principles involved in marketing of the company’s products and services and enabling the company to gain competitive position in the market.

    The marketing function plays an important role in the sense that it is in contact with the external environment and acquires the necessary information for the development and improvement of the company’s operations and processes in order to attain the stability with the environment.  It is the only function that brings in the financial returns to the company for the continuous operations of the other functions to provide the support to the marketing function.

    I truly hope that, like your predecessors, you will enjoy the module and find that our ‘discussions’ enhance your understanding of the marketing management process.


◄TOPIC 8: PRICING STRATEGYTOPIC 10 - INTEGRATED MARKETING COMMUNICATIONS STRATEGY►

TOPIC 9 - DISTRIBUTION CHANNEL STRATEGY

  • TOPIC 9 - DISTRIBUTION CHANNEL STRATEGY

    INTRODUCTION

    The distribution channel, or place strategy will focus on how products are made available to target customers through marketing channels and marketing logistics. Decisions on distribution of a product are not exclusive from other marketing mix strategies, and will depend on the types of product. The decisions will also determine the price structure of the product and how it will be promoted. In order to understand place or distribution decisions, we will first look at the supply chain and value delivery network, the nature of marketing channels and their various functions, and the different types of channel institutions.


    LEARNING OUTCOMES

    After studying this lesson, you should be able to:

    1.       Explain the supply chain management and value delivery network

    2.       Discuss the function and activities of marketing channel members

    3.       Discuss the choice of channel design for different markets

    4.       Explain the meaning and functions of marketing logistics


◄TOPIC 8: PRICING STRATEGYTOPIC 10 - INTEGRATED MARKETING COMMUNICATIONS STRATEGY►