Marketing Management

Marketing Management

This course provides a practical approach to manipulating the marketing mix, showing how to use product, pricing, promotion and distribution to achieve substantial uplifts in revenue. Marketing techniques are examined for both products and services and demonstrated in business to business and consumer environments. Strategic marketing initiatives are developed and translated into solid tactical actions.

Contemporary marketing techniques are delivered in a highly interactive, practice based manner. Over 30 case studies are used to demonstrate how to effectively develop and execute marketing strategies.
A number of the case studies are from Marketing Managers who have attended this course and successfully applied the techniques learned.

Course Objectives

Use templates and tools to prepare a marketing plan for your organisation.

Segment and profile your customers to tune your marketing mix.

Learn how to classify your products and services to make selection of pricing models, distribution channels and promotional alternatives simple.

Understand the product life cycle and what dictates how quickly products are accepted by a market.

A step-by-step approach to product development is presented.

The rules for protecting intellectual property using patents, designs, copyright and trademarks are conveyed.

Five pricing models and methods for determining your product’s price against the competition are developed.

Distribution channels are compared and the benefits of using direct selling, industrial distributors, wholesalers and retailers are discussed.

Use a framework for executing your brand position effectively.

Guidelines for using different types of advertising media and techniques for maximising response rates are provided.

Leading edge marketing theories are presented and supported with real-life practical case studies.

Do you envision yourself leading a successful sales team? Do you have a knack for recognizing and promoting the best in those around you? Do you pride yourself on maintaining a positive, can-do attitude? If this sounds like you, a Diploma in Sales and Marketing Management could open many doors to your future.

Ashton College’s Sales and Marketing Management program teaches you the fundamental business courses of the Canadian Institute of Management (CIM) with an emphasis on the sales and marketing aspect of business. The curriculum includes specialization from the Canadian Professional Sales Association (CPSA).

The Sales and Marketing Certificate program offers students the opportunity of learning some of the basic skills of those two areas of business.

The program also incorporates a number of courses which focus on basic business skills required of everyone who chooses business as a career.

This is a pathway for recent graduates in any discipline to establish a career in marketing, in either a national or international business. Graduates will gain the knowledge, skills and attitudes necessary to function effectively in a marketing setting, in either a specialist or generalist role, operating in either the public or private sector.

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