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
Branding and Integrated Marketing Communications
- Defining communication objectives
- Developing creative strategy
- Selecting media & executing IMC
- Assessing brand meaning
- Brand analytics
- Evaluating brand extensions
- Managing brands
Financial Management
- Interpreting financial statements
- Evaluating financial performance ratios
- Creating projected financial statements
- Evaluating the performance of marketing campaigns
- Evaluating the sales pipeline and conversion
- Customer lifetime value analysis
- Evaluating loyalty reward programs
YEAR 3
Digital and Social Marketing
- Analytics and attribution
- Paid social
- Search (paid - SEM)
- Search (organic - SEO)
- Other channels (email, influencer and content marketing)
Marketing Strategy
- Strategic issues in marketing
- Strategic marketing frameworks
- Marketing strategy simulation
- Evaluating market segments
- Evaluating alternative marketing strategies
