Marketing and Management English

Module 1
INTRODUCTION
MARKETING BASICS
• The marketing mix: What does it consist of? What techniques are used and how is it classified? What are the 4 p’s?
• SWOT analysis: What is the SWOT analysis and what does it consist of?
• Marketing strategy and the marketing plan: What is marketing strategy and how does it work? How is a marketing plan developed?
• The market environment: What does the micro and macro environment consist of?
• Legal aspects of marketing: What are the legal definitions in relation to these and what are the legal problems that can arise? What is The Consumer Protection Act?

Module 2
INVESTIGATION
• Investigation 1 and 2: What kinds of investigations are there and what types of techniques are employed for a methodological investigation? How are the results of a survey interpreted?

Module 3
PRODUCT
• New product development: What are the processes involved in the development of a new product and how are they carried out? What is the importance of a workflow?
• Product and service types: What is a product type and who are the services offered by?
• Selling products and services: What channels are used in order to sell products and services?

Module 4
POSITIONING AND BRANDING
• Branding: What is a brand and what does a brand platform consist of?
• Brand values: What are they and what do they express?

Module5
PEOPLE-CUSTOMERS AND STAFF
• Market segmentation: What is market segmentation and how does it work? How are market segments classified? What are the most common market segments?
• Customer needs and behavior: What does Maslow’s Hierarchy of Needs consist of? What does the Consumer Life Cycle (CLC) consist of? What does purchasing behaviour refer to?
• Loyalty programmes: What is customer loyalty and what is the purpose of a loyalty programme?
• Management: What is management and its importance?

Module 6
PRICE
• Marketing Budget: What is a marketing budget and what are the budgeting approaches employed?
• Price: What is price and what are the pricing strategies employed?

Module 7
PLACE
• Logistics and the distribution chain: What is logistics, direct and indirect distribution?
• Merchandising: What is merchandising and what kind of merchandising is there?
• Telemarketing: What is telemarketing and what type of telemarketing is there?
• Online shopping and mail order: How do these shopping methods work?
• Personal selling: What is personal selling? What selling processes are employed?

Module 8
PUBLICITY AND PROMOTION
• Media strategy: What is media strategy and what types of media are there?
• TV and radio: How is advertising used through TV and radio? What target audience is it aimed at?
• Outdoor advertising: What does it consist of? What kind of specific advertising is employed and how effective is it?
• The internet: What kind of advertising is available through internet and what are the most common search engines used?
• Sales promotions and displays: How often are they done? What kinds of display units are used?
• Street marketing and sampling: How is this system employed? What are the aims of street marketing and what successful tactics are used?
• The press: What kinds of press are used and how often are they published?

Modulo 9
PACKAGING
• Logos: What types of logos are used and what do the designs consist of?
• Materials and containers: What are packages made of and what types of containers are used?

Module 10
PUBLIC RELATIONS
• Corporate communications: What are the goals of corporate communications and what does their strategy consist of? What tools are used by corporate communications?
• Public relations and lobbying: What are public relations and what forms of media relations are employed? What is lobbying and what types of lobbying are/is there?
• Event and sports sponsorship: What is sponsorship and what types of sponsorships are there?