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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 1 - UNDERSTANDING MARKETING MANAGEMENTTOPIC 3 - MARKETING RESEARCH►

TOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANS

  • TOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANS

    INTRODUCTION

    Many marketers face challenging situations in meeting the needs of their customers as their competitors are trying to capture the interest of the same audience. Marketers must find ways to attract the attention of their target consumers amidst many market offerings from other competitors.

    Consumers will choose a product that they perceive will give them the highest value. If they are satisfied with the product choice they have made, they may become loyal to the product and the marketer.

    For many companies, the products involved are many, and the target markets are varied in various parts of the world. Therefore, the tasks involved to attract the various target markets for different products multi-fold and require proper planning.


    LEARNING OUTCOMES

    Upon the completion of the lessons, students should be able to:

    1.       Explain the value chain and core competencies

    2.       Describe the role of strategic marketing planning

    3.       Explain the strategic marketing plan process



◄TOPIC 1 - UNDERSTANDING MARKETING MANAGEMENTTOPIC 3 - MARKETING RESEARCH►