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All material
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Lectures – Marketing management
Lecture 1:
Meaning of Marketing
Capturing marketing insights
Developing marketing strategies and plans
Managing digital technology in marketingLecture 2:
Managing market research and forecasting
Analyzing consumer markets
Analyzing Business markets
Dealing with competitionLecture 3:
Connecting with customers
Creating customer value
Building strong brands
Shaping market offeringsReadings
The readings for this course are taken from the book which is related to the course subject
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Lectures – Brand management
Lecture 1:
Brands and their role in economy and markets
Branding challenges and opportunities
The brand equity concept and strategic brand management process
Identifying and establishing brand positioning and valuesLecture 2:
Brand Audit
Planning and implementing brand marketing program
Brand equity and Integrated Marketing Communication Strategy and management
Leveraging secondary Brand AssociationsLecture 3:
Brand Pricing strategy and management
Measuring outcomes of brand Equity
Managing brand over time, introducing and namingReadings
The readings for this course are taken from the book which is related to the course subject
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Lectures – Marketing Audit for competitive growth – 5GAP Analyze in Master Class
Lecture 1:
1. Internal Audit focuses on:
Sales
total sales revenues
geographic reach and location
type of industry
by customer
by productMarketing
procedures
organizations
information
mixAnalyze Strategy
Lecture 2:
2.External Audit focuses on:
Business & economic environment
economy
fiscal
social
technologicalLecture 3:
The market
size
characteristics
trends
channels
customers
Industry behaviorThe competition
major competitors
marketing methods
key strengths & weaknesses
extent of diversificationReadings
The readings for this course are taken from the book which is related to the course subject
Training will be Delivered by
Fulbright Scholar Professor Dr. Kakhaber Jakeli
Mr.Yousef Mahdi
Certificate
Training participants will receive Certificates according their obtained skills
Professor Dr. Kakhaber Djakeli is a key marketing scientist in the field of branding and brand auditing, also in wine marketing and political branding. Mr. Kakhaber Djakeli was a scholar of German Academic exchange service DAAD, in different periods, in 1997-1998 years he during DAAD scholarship made his Doctoral Dissertation in Germany-Leibniz University Hannover and in Georgia – Tbilisi State University. 
Yousef Mahdi is an expert in marketing management. He is educated in business management and marketing field, he is also the practical person by traveling in many countries for visiting their exhibitions and markets for business since 2004.