YEAR 1
Marketing Principles
- Market segmentation and target market selection
- Competitive analysis and product positioning
- Buyer Behaviour
- Assessing profitability and setting prices
- Managing channel conflict
- Communication objectives and promotion
- Integrated Marketing Plans
Customer Relationship/Sales Force Management
- Sales force structure and territory alignment
- Evaluating profitability and sales force performance
- Sales force compensation
- Selling via agents and channel partners
- Recruiting, Selecting, and Training the Sales Force
- Utilizing technology
- Developing an Integrated Sales Program
YEAR 2
Market Research
- The Process of Market Research
- Opportunity Formulation
- Sampling
- Survey Design
- Focus groups
- Data Sources and Collection
- Data Analyses
Financial Management
- Interpreting Financial Statements
- Evaluating Financial Performance Ratios
- Break-even and Contribution Analyses
- Evaluating the Performance of Marketing Campaigns
- Evaluating the Performance of Sales Promotions
- Customer Lifetime Value Analysis
- Sales Forecasting
YEAR 3
Marketing Strategy
- Strategic Issues in Marketing
- Strategic Marketing Frameworks
- Marketing Strategy Simulation
- Evaluating Market Segments
- Evaluating alternative marketing strategies
Integrated Marketing Communications
- Creative Strategy
- Executing Communications Plans
- Digital Marketing
- Social Media
