1. Introduction to Marketing Strategy: This unit provides an overview of marketing strategy and its importance in driving business success. Topics covered include market analysis, competitive positioning, target market identification, and goal setting.
2. Consumer Behavior Analysis: This unit explores the factors influencing consumer behavior and how marketers can understand and leverage these insights. Topics covered include consumer motivation, perception, decision-making processes, and the impact of social and cultural factors.
3. Market Research and Analysis: This unit focuses on the techniques and methods used to conduct market research and analyze market trends. Topics covered include primary and secondary research methods, data collection and analysis, market segmentation, and identifying customer needs and preferences.
4. Brand Strategy and Management: This unit delves into the strategic aspects of branding, including brand positioning, brand equity, and brand management. Topics covered include brand identity development, brand communication strategies, brand extension, and measuring brand performance.
5. Digital Marketing Strategy: This unit explores the role of digital marketing in contemporary marketing operations. Topics covered include online advertising, search engine optimization, social media marketing, content marketing, and web analytics.
6. Marketing Communication and Promotion: This unit focuses on the various marketing communication tools and techniques used to promote products and services. Topics covered include advertising, public relations, sales promotion, personal selling, and integrated marketing communication strategies.
7. Marketing Metrics and Analytics: This unit introduces learners to the measurement and analysis of marketing performance. Topics covered include key marketing metrics, data-driven decision-making, marketing dashboards, and the use of analytics tools for tracking and evaluating marketing campaigns.
8. Strategic Marketing Planning: This unit covers the process of developing a strategic marketing plan. Topics covered include setting marketing objectives, formulating marketing strategies, developing marketing tactics, and evaluating the effectiveness of marketing plans.
9. International Marketing: This unit explores the unique challenges and opportunities of marketing in the global marketplace. Topics covered include international market entry strategies, cultural considerations, global branding, and adapting marketing strategies to different countries and regions.
10. Ethical and Social Responsibility in Marketing: This unit addresses the ethical and social implications of marketing operations. Topics covered include ethical marketing practices, social responsibility, sustainability, and the impact of marketing on society.
These units provide learners with a comprehensive understanding of marketing strategy and its operational implementation, equipping them with the knowledge and skills necessary to excel in marketing roles within organizations.