MBA Marketing

by Malcolm McDonald & Ailsa Kolsaker

Table of contents

PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE

  1. Types of Marketing
  2. Consumer Behaviour
  3. Organizational Buying Behaviour
  4. Market Research
  5. Market Segmentation
  6. Competitive Analysis

PART II: CREATING THE VALUE PROPOSITION

  1. Marketing Planning
  2. Defining Marketing Objectives and Strategies
  3. Product Portfolio Strategy
  4. Strategic Brand Management
  5. Pricing Strategy
  6. Communications Strategy
  7. Key Account Strategy

PART III: DELIVERING VALUE

  1. Managing Marketing Relationships
  2. Customer Retention Strategy
  3. Sales Force Strategy
  4. Channel Strategy
  5. Distribution Strategy
  6. Customer Service Strategy
  7. Electronic Marketing

PART IV: MONITORING VALUE

  1. Marketing Information and Control
  2. Measuring Marketing Effectiveness

PART V: ENHANCING VALUE

  1. Organizational Structure and Culture
  2. Marketing Ethics