Course Content

All material

• Lectures – Marketing management

  Lecture 1:

  Meaning of Marketing
  Capturing marketing insights
  Developing marketing strategies and plans
  Managing digital technology in marketing

  Lecture 2:

  Managing market research and forecasting
  Analyzing consumer markets
  Analyzing Business markets
  Dealing with competition

  Lecture 3:

  Connecting with customers
  Creating customer value
  Building strong brands
  Shaping market offerings

  Readings

  The readings for this course are taken from the book which is related to the course subject

• 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 values

  Lecture 2:

  Brand Audit
  Planning and implementing brand marketing program
  Brand equity and Integrated Marketing Communication Strategy and management
  Leveraging secondary Brand Associations

  Lecture 3:

  Brand Pricing strategy and management
  Measuring outcomes of brand Equity
  Managing brand over time, introducing and naming

  Readings

  The readings for this course are taken from the book which is related to the course subject

• 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 product

  Marketing
  procedures
  organizations
  information
  mix

  Analyze Strategy

  Lecture 2:

  2.External Audit focuses on:

  Business & economic environment
  economy
  fiscal
  social
  technological

  Lecture 3:

  The market
  size
  characteristics
  trends
  channels
  customers
  Industry behavior

  The competition
  major competitors
  marketing methods
  key strengths & weaknesses
  extent of diversification

  Readings

  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