1. Introduction to Marketing Mix: This unit provides an overview of the marketing mix concept, covering the four fundamental elements: product, price, place, and promotion. Participants will learn how these elements work together to create an effective marketing strategy.
2. Product Development and Management: This unit focuses on product development and management processes. Participants will learn about product life cycle, product differentiation, branding, and packaging strategies to create and position products effectively in the market.
3. Pricing Strategies: This unit explores various pricing strategies and their impact on consumer behavior and market positioning. Participants will learn about pricing models, pricing strategies for new products, price elasticity, and pricing tactics to optimize profitability.
4. Distribution Channels and Retail Management: This unit delves into the importance of distribution channels in reaching target markets. Participants will learn about channel selection, channel management, logistics, and retail management techniques to ensure efficient product distribution and customer satisfaction.
5. Integrated Marketing Communications: This unit explores the role of promotion in the marketing mix. Participants will learn about different promotional tools and techniques, including advertising, public relations, sales promotion, and direct marketing, to create cohesive and impactful marketing communications.
6. Marketing Mix Strategies for Different Markets: This unit examines how the marketing mix varies in different markets and consumer segments. Participants will learn about adapting the marketing mix to target international markets, B2B marketing, and the impact of cultural, social, and economic factors on marketing strategies.
7. Monitoring and Evaluating Marketing Mix Performance: This unit focuses on measuring and evaluating the effectiveness of marketing mix strategies. Participants will learn about key performance indicators, market research techniques, and data analysis methods to assess and improve marketing performance.
8. Developing an Integrated Marketing Mix Plan: In this unit, participants will apply their knowledge and skills by developing an integrated marketing mix plan for a specific product or service. They will learn how to align the four elements of the marketing mix to achieve marketing objectives and create a comprehensive marketing plan.